KT said on Tuesday it applied an artificial intelligence (AI) and data-based advertising platform to Volvo’s electric EX90 launch campaign, delivering results including higher brand searches and more test-drive applications.

The campaign used an integrated media advertising strategy linking KT Square, a landmark in Gwanghwamun, and KT Genie TV’s advertising product, the Premium G package.

KT expanded brand exposure through the KT Square mega media wall. It provided detailed vehicle information and content on a dedicated brand page within Genie TV. It also linked QR codes so viewers could proceed to test-drive applications. Along with this, KT used AI-based data analysis to more precisely select target customer groups and ran customised ads for those groups.

The campaign results showed that portal-site brand searches for the Volvo EX90 campaign rose about twofold compared with similar new-car launch campaigns. Visits to the homepage through QR codes on the Genie TV screen also increased.

A Volvo Car Korea official said, "Through this campaign with KT, we were able to expand not only brand awareness but also customer participation such as test-drive applications." The official added, "We felt the effect of integrated marketing that combines data-based ad execution with diverse media."

KT operates an integrated media advertising platform spanning broadcast advertising, outdoor advertising and retail media. It uses AI and data technologies to support the entire process from ad planning to execution and performance analysis. KT Square conducts ad targeting based on telecom big data. It quantitatively measures ad effectiveness through a vision AI solution that uses cameras to analyse the number of people watching ads and through analysis of estimated opportunity-to-see (OTS) foot traffic for ad exposure.

In broadcast advertising, KT is also improving TV ad efficiency by providing AI targeted advertising using big data on viewing history and results reports. KT plans to also introduce two-way communication linked to Gwanghwamun street viewing ahead of a large-scale soccer event scheduled for June.

Min-seon Hwang (황민선), an executive director in charge of the advertising business at KT’s Media Business Division, said, "KT is leading changes in the media advertising market based on AI and data." Hwang added, "We will become a marketing partner that delivers performance in expanding customer participation and purchase conversion, along with raising advertisers’ brand awareness."