Designing a digital companion over the cloud
In a fast moving country with high mobile penetration rate and high personal device ownership, SK Telecom has kept its no. 1 mobile operator position by continuously applying new technologies to new services. This time, SK Telecom used N-screen platform that allowed users to access the same content from multiple devices based on cloud computing. This service was designed to facilitate more efficient media consumption by providing good portability and custom-tailored service.
It was a completely new digital service, and there was an ambition to offer the service around the world.
A comprehensive new branding program - brand positioning, name and brand identity - had to be carried out with the consideration that the brand should resonate among digital savvy trendy audience globally.
Profiled the target audience: who they are, what they like, what matters, and what they look for in digital media service.
Developed positioning and brand name: To ensure the brand was developed relevant to target audience, a series of market research were conducted with potential users on brand positioning options and name candidates.
The name hoppin was derived from 'hop in', inviting users to the fun ride of digital multimedia. Both Asian and Western users shared the same image association of 'fun', 'cool', and 'young'.
Designed the brand identity of hoppin: Hoppin was characterized as a digital companion, whose one eye is under the magnifying glass. The brand identity visualized hoppin bouncing around the servers in the cloud finding tailored digital contents for users, bringing to life the intelligent search function at the heart of the service.