Korean high school students spend 47 hours a week studying - the longest hours in the world. So they were dealing with lots of stress; we needed a solution for reducing this stress. Unfortunately, we cannot reduce the studying hours. Instead, we can make students enjoy studying with the newest method using tablet PCs.

This is 'T Smart Learning' Program.Using 'T Smart Learning' Program, they can have a fun school life and cut down their stress level. To deliver this message, we designed the 'tremendously fun school campaign'.

Online Viral and TV commercial:Considering our targets spend more time on the internet than watching the TV, and our limited budget as well, we gave priority to online viral videos. 3 videos were initially launched on our website, then spread widely over various sites. With remarkable responses, we decided to broadcast one of them on TV as a commercial.OOH Experimental:We also operated 'Tremendously Fun School' for students heading home after school, where they could try T Smart Learning, or join 'Study Concert' with study gurus. At the 'Study Concert' with study gurus, Korea’s famous teachers shelled out fun pieces of advice on studying. With Psy’s (Korea’s most frolicsome singer) show, it ended with enthusiastic responses from parents and students.Online The campaign site was the centre of the whole campaign where participants were encouraged to check and apply for various activities.

Numerous students and parents actively joined and enjoyed the campaign:Selected as Best Video on the 'Big Three' local portal sites; 2,032 applications for Study Concert; and 7,091 persons experienced Fun School Bus.The students and parents were satisfied with the campaign:87.6% of Study Concert and 84.1% of Fun School Bus participants satisfied.There was great interest in the campaign itself:13,837 PV per day/23,287,672 total exposures on Twitter, The most significant outcome of the campaign was the increased intention of purchase:61.1% for Study Concert/74.2% for Fun School participant