As the number of single-person households increases in Korea, more and more singles are exposed to loneliness. They do not have enough time to care themselves because of busy social life, not to mention spare time to concentrate on themselves. This social trend amplifies the loneliness and danger to the singles, especially to the woman who lives alone. So, we tried to find out the way to relieve their loneliness and fear. So far, our IoT has focused on elderly parents and pets to comfort their daily dangers. This time, we decided to set singles to our third target and convey IoT’s effective values for them. As the target is clear, we conducted the campaign to form targets’ deep sympathy and give them a powerful impact.

This is a brand film to launch the ‘Single IoT Campaign’ based on real reviews from real customers who have used IoT. Our persona is English teacher who lives alone. She had lived busy and repetitive life as all the other modern people. Tired of desolate daily life without proper relaxation, she had always been lonely and anxious. Then our IoT started to fill her deficiency. By turning the lights and electric pad on, before she gets home, IoT enhances single life like she is not alone at home. Based on the true story, our film conveys trustful value of IoT and appeal to our targets to feel its necessity.

After the on-air, on December 22, we operated two main channels. YouTube has been operating to get hits with a wide coverage and Facebook has been operating to get engagements such as comments and likes. These two channels have showed complementary effects each other. Both YouTube and Facebook were effectively focused on operations within 10 days from early January, and they were operated reliably by optimization not to rise too high during peak seasons.