KT is the biggest telecommunication company in South Korea. But, they had an outdated image in Korea. KT was unsatisfied with the brand image and felt the need to change. Therefore, KT started by changing their brand name, from past, KT, to new ,Olleh KT.

40,000 human media ripple effect was more tremendous than we thought, when we assume one employee meets at least 3 people a day. Olleh T-shirt was exposed to more than 120,000 people everyday. Through the streets, public transportation, many unspecified and unexpected people who passed by the employee was exposed to the T-shirt.The advertising impact that KT actually counted was approximately 4 million dollars.This campaign changed the consumers thoughts about KT. A brand image of one company changed in two months. This was the power of an innovative idea fulfilled by 40,000 human media.