Ⅰ.
Current AD
Ⅰ. Current
AD
Ⅱ.
Ⅱ. Current
Current Situation
Situation
Ⅲ. Problem
문제점
Ⅲ. Key
Ⅳ.
Problem
Recommendation
Ⅳ. Target
Ⅴ.
Key Recommendation
Ⅴ. Objectives
Ⅵ.
Target Market
Ⅶ.
전략(장점)
Ⅶ. 광고
AD Strategies
Ⅷ.
Ⅷ.광고
Video
시안
AD
Ⅸ.
방향
Ⅸ.나아갈
Outcome
Ⅰ. Current AD
http://www.tvcf.co.kr/YCf/View_pop.asp?Code=A000116037
http://www.tvcf.co.kr/YCf/View_pop.asp?Code=A000119859
Ⅱ. Current Situation - 1. Speed of LTE
The difference
between 3G and
4G speeds of 60
seconds.
2. Building of LTE net
3. Number of LTE User
700,000
800,000
600,000
480,000
500,000
380,000
400,000
200,000
Current Number
of User
Goal of this year
Goal of this year
0
Current Number of User
SK
Telecom
LG U+
* Number of subscribers
10Thousand
Subscribers
2000
70
300
510
1330
0
2011
2012
Subscribers
Subscribers
2013
2016
4. Charge of LTE
Ⅲ. Problem - 1. Different of speed
Theoretically, the speed
3g
4g
1. Download the Video
108MB
552MB
2. Download the Data
Page 72
Page 368
3. Download the Music
27 songs
113 songs
4. Download the Book
20 books
110 books
5. Download the Game
one
six
eight
thirty
1 minute video
4 minute video
6. Download the File
7. Upload video
Much different from actual LTE theoretical speed. Although
currently slightly ahead of the 3G speed, users increases, the
LTE can also slow down the speed.
Ⅲ. Problem - 2. Unfinish of LTE net
- Compares in Seoul and to region about nationwide network
construction incompletion from the present advertisement LTE
watches are insufficient compares, does not refer not to be, does
LTE phone sales with national. If currently purchases 4G phones,
the service use is wrong from the place.
Ⅲ. Problem - 3. Expensive charge
- To compare in 3G and the basic charge system to be
expensive, 4G data unlimited charge system nil. Compares in
3G and charge system the sheep of the data which comes to give
especially the chin without is insufficient. So, will see the video, or,
to the case which will search the media there being a possibility
of meeting the fee bomb because the many data being
consumed.
Ⅳ. Key Recommendation
* Circle advertisement
- Watch before being constructed, before service starting the
advertisement which LTE services is unreasonable.
- The area by LTE speed advertisements which generalize the speed
which is not uniformly.
* New advertisement
-After watch constructing, goes over the entire country and outer
space LTE services are possibility popular animated cartoon parody of
contents.
-- The popular animated cartoon parody which shows LTE services
which stand the rapid pace 3G.
Ⅳ. Key Recommendation
While becomes the other ket, manhood, the young people,
with interest 20-30 leads an interest, the advertisement. The
technique of animated cartoon and being revealed of past
meets and makes a present the fun. Is caused by with like
this advertisement and attempts of target other ket class
conversions with LTE, with construction of LTE watches which
are complete expansion of LTE enterprises.
Ⅴ. Target
20-30 basic 3G type writings in standard, LTE members
are increased, 2G 10 young people users and the
manhood users in 2G 40-50.
* Age subscribers
Age of 2G
62.6%.
Age of 3G
30~40
25%
etc
12%
31%
16%
Age of 4G
26%
63.6%
20~30
etc
10
20
30
40
etc
Ⅵ. Objectives
10 Thousand
360
400
200
207
70
83
70
3G
2G
LTE
0
2011
In the coming 2012 years,
2012
1. With 2G service ends 2G users is immature together with LTE
customers. (The middle manhood object)
2. 3G machineries and tools in order to produce LTE machineries and
tools mainly 3G users are immature with LTE customers.
Ⅶ. AD Strategies
1. Information transmission
1) Merit of Speed
- Compares in 3G, the maximum 10 time rapid pace. This nil the video
cutting. The download/upload speed being quick.
2) Only for LTE App/Equipment
- LTE whole aspect [ayp] is coming to make plentifully, spatial
formation only of the users who write LTE phones.
2. Ad for gives on feel
- In the consumer cartoon of reminiscence with the parody box, calls
the perfume in lieutenant general year layer and gets up, a fun and an
interest in 20-30 the young people and leads.
Ⅷ. Video AD
1. Galaxy Express 999
1) Train outside cosmic space.
2) The train inside - '철이' sees the
window outside, mom thought the box.
3) '메텔' in '철이' question box.
4) '철이' in '메텔' answer box.
5) '메텔' with '철이's mom photographs
SNS.
6) Retwitt.
7) The expression which '철이' is absurd.
8) Again the first scene
Ⅷ. Video AD
2. Roses girl, Candy
1) The rose garden corner, '캔디'
appearances from behind which are
dejected.
2) '테리우스' respects '캔디' searches
the video which makes laughter.
3) the video loading to be long,
cutting repeatedly.
4) by the way, tries to know '캔디'
thinks the video with LTE phones.
5) the expression which '테리우스' is
absurd.
6) again the first scene.
Ⅸ. Outcome
AD Strategies
Target
Objectives