| Titulo | 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. |
| Agência | AdQUA Interactive |
| Campanha | I'm Your Energy |
| Anunciante | GS Caltex |
| Marca | GS Caltex |
| Data da primeira Transmissão/Publicação | 2017 / 7 |
| Sector Empresarial | Produção de energia, matérias-primas, minerais |
| História | 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. |
| Tipo de Mídia | Viral |
| Comprimento | |
| Mais Informações | http://www.adqua.co.kr |
| Director executivo criativo | Hunchul Chun |
| Director criativo | Hyunkyoon Kim |
| Redator | Ayoung Yoon |
| Redator | Olivia Sangjee Park |
| Produtor da agência | Dongkyeong Lee |
| Executivo de contas | Junyoung Lee |
| Executivo de contas | Minwoo Lee |
| Executivo de contas | Hyunwoo Nam |
| Planejador de Mídia | Sooyeon Im |
| Media Buy | Seungkwan Hong |
| Media Buy | Seunghyun Yoon |
| Media Buy | Sooyeon Park |
More Work
SEE ALLKind Words Ringback Tone Board
- MARCA:
- GS Caltex
- AGÊNCIA:
- AdQUA Interactive