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| HOME > CASE STUDIES > Case Studies |
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Two-way Communications : SBS-TV Anniversary Specials - Around the World Quiz |
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| + Task |
To organize a large-scale promotional project, including a chance for young Koreans to obtain
scholarship to study abroad, aimed at broadening the popularity of a newly launched Korean
TV network over its first four yearly anniversaries. |
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| + Strategy |
Based on close relations and two-way communications with overseas missions in Korea,
CJSW effectively streamlined red tape by coordinating with countries involved including the United
States, Finland and Sweden. Scholarship contest involved around 30,000 people at the outset,
eventually narrowed down to 20 quiz show finalists. SBS-TV publicized the contest for months in
the form of on-air news programs and banner ads flown at the stadium. |
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| + Results |
SBS-TV enjoyed significant media exposure with news coverage in Korea and overseas equivalent
to millions of U.S. dollars. |
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