标题 | Energy that changes the world, Kind Words Ringback Tone |
Brief | Call center operators have it rough. They listen to complaints, field requests and deal with angry customers all day long. But in S. Korea, it’s particularly harsh. Operators are frequently sexually harassed, cursed at and verbally abused. GS Caltex decided to stand up for its employees by recording sweet ringback tones featuring messages from the operators’ fathers, husbands and children, reminding callers that these workers are someone’s family. Callers curbed rude behavior and stress levels dropped by over 54 per cent. |
广告公司 | AdQUA Interactive |
广告战役 | I'm Your Energy |
广告主 | GS Caltex |
品牌 | GS Caltex |
首次发布日期 | 2017 / 7 |
行业领域 | 能源生产、原料及矿物 |
剧情简介 | It has been a constant social issue that call center employees are exposed to obscene and violent words of customers. Such issue is already well known by being covered by numerous press media, but there wasn’t still a solution to prevent such verbal violence against the call center employees even though several customer centers are trying to relieve their stress through psychological consulting and massage therapies. GS Caltex, an energy enterprise that has been executing numerous campaigns to energize the world based on its slogan, ‘I am your Energy’, released a new campaign in order to resolve the issue. It is the video conveying the idea of “preventing verbal violence” while a customer is waiting to be connected to a call center employee. The video starts with a series of confessions by call center employees who were exposed to customers’ violent words. It is followed by production of ringback tone through recordings made by people who are family members of the employees. “My loving, dear wife will help you in a moment.” “My mom, who I love the most in the world, will help you soon.” After the application of the new ringback tone, stress levels of the employees decreased by 54.2%, customers’ kind words increased by 8%, employees feeling respected increased by 25%. The video ends with reminder that energy that can change the world is already inside us. The video was first released to GS Caltex’s Facebook page and gained 2M views and 200k engagements within 24 hours from its release. Through a simple but effective solution resolving a social issue, the campaign was introduced to above 15 media channels within 2 weeks from its launch and is provoking the energy to change Korean society. |
媒体类别 | Web Film |
长度 | |
更多信息 | http://www.adqua.co.kr |
执行创意总监 | Hunchul Chun |
创意总监 | Hyunkyoon Kim |
文案 | Ayoung Yoon |
文案 | Olivia Sangjee Park |
广告公司制片 | Dongkyeong Lee |
客户主管 | Junyoung Lee |
客户主管 | Minwoo Lee |
客户主管 | Hyunwoo Nam |
媒介企划 | Sooyeon Im |
媒介购买 | Seungkwan Hong |
媒介购买 | Seunghyun Yoon |
媒介购买 | Sooyeon Park |