KT Corp's integrated ad platform boosts Volvo EX90 launch campaign

KT Corp said Wednesday that a promotional campaign for Volvo Car Korea's latest model, run through its AI- and data-driven advertising platform, delivered measurable results.

KT Corp operates an integrated media advertising platform spanning broadcast, out-of-home and retail media, supporting the full cycle of campaign planning, execution and performance analysis through AI and data technology.

The launch campaign for the Volvo EX90 SUV, run on the platform, produced marketing gains including a surge in brand search volume and an increase in test-drive applications, according to KT Corp.

The campaign used an integrated media advertising strategy combining the Gwanghwamun KT Square outdoor venue with the "Premium G Package" advertising product on KT's Genie TV.

KT Corp used the KT Square large-format media wall to broaden brand exposure, while a dedicated brand page on Genie TV provided detailed vehicle information and content. A QR code link guided viewers directly to test-drive sign-ups.

AI also played a role. AI-powered data analysis precisely identified target customer segments and served them tailored advertisements.

As a result, the Volvo EX90 campaign generated roughly twice the portal-site brand search volume compared with similar new-vehicle launch campaigns. Traffic to the Volvo website via QR codes on the Genie TV screen also increased.

"We felt the real impact of data-driven advertising combined with a diverse mix of media in an integrated marketing approach," a Volvo Car Korea official said.

KT Corp plans to roll out interactive communications tied to a Gwanghwamun street-viewing event ahead of a major soccer event scheduled for this month.

"We aim to be a marketing partner that delivers tangible results — not just raising brand awareness for advertisers, but also driving customer engagement and purchase conversion," said Hwang Min-sun, senior vice president and head of advertising business at KT Corp's media business division.

Meanwhile, KT Square — a large-format dual media wall on the exterior of KT's Gwanghwamun Building West — is expanding opportunities for KT Corp's media platform business. KT Square uses telecom big data for ad targeting and applies a vision AI solution that analyzes audience size through cameras. The company plans to further develop the venue's role as an urban media platform and a hub for cultural events.