"Tarot Reading Service" LG Uplus 'Secret Card' Wins Digital Advertising Award

Grand Prize in IT Service Category at the '2021 Ann Awards'

[Asia Economy Reporter Minyoung Cha] LG Uplus announced on the 14th that its campaign "The Secret Card to Change Your Daily Life" won the Grand Prix in the IT Services category at the country's largest digital advertising awards, the "2021 AND Award."

The AND Award, hosted by the Korea Digital Enterprise Association, marked its 15th edition this year. It recognizes innovative works that have contributed to the digital industry over the past year, awarding a total of 63 categories across digital media & services and digital advertising & campaigns.

LG Uplus's "The Secret Card to Change Your Daily Life," which won the Grand Prix in the IT Services category of digital advertising & campaigns, is a campaign promotion that combines a tarot card concept with gamification. Gamification refers to applying game mechanisms or mindsets to non-game fields such as lectures or marketing to stimulate interest.

In the advertisement, actress Park Kyung-hye appears as a tarot master, listening to customers' chosen concerns and presenting LG Uplus's 5G service as the solution. The campaign applied interactive elements that simulate an actual tarot card reading, which increased customer interest and participation, receiving favorable reviews.

Pentacle, a comprehensive advertising agency affiliated with Megazone that produced the campaign, incorporated interactive elements within the promotion to encourage customer engagement. They segmented customer interests into 10 categories, extracted 20 keywords, matched them with 5G services, and enhanced immersion by having the actress call out customers' names directly on the site. For campaign production, they referenced South Korean population name data from those born between 1977 and 1996 and extracted 350 names representing the top 70%.

As a result, the promotion page views reached approximately 450,000, and the revisit rate compared to new visitors more than doubled. About 40,000 visitors agreed to the use of their personal information for marketing within the site, resulting in a conversion rate (CVR) of 87.6% on the page.

This content was produced with the assistance of AI translation services.