"Breaking Prejudice Reveals 'Alttel Phone' Quality"… Hello Mobile Targets 2030 Generation Campaign

Photo by LG HelloVision

[Asia Economy Reporter Kim Heung-soon] LG HelloVision's Hello Mobile is strengthening brand marketing targeting the 2030 generation, emerging as the core customers of budget phones, by utilizing YouTube and social networking services.

Hello Mobile announced on the 14th that starting from the 15th, it will release the video "Breaking Prejudice," created in collaboration with YouTuber and former idol band member 'Victor Han,' on its YouTube channel and other platforms. The video embodies Hello Mobile's brand philosophy, "Without prejudice, quality is visible." It highlights that by breaking the prejudice that budget phones are exclusive to middle-aged and older people or have poor quality, customers can enjoy services of the same quality as major telecom companies at reasonable communication costs.

This is part of Hello Mobile's brand campaign to communicate with the 2030 generation. According to LG HelloVision, the proportion of subscribers in their 20s and 30s among Hello Mobile's new customers increased to about 40% last year. Among USIM subscribers, 50% were from the 2030 generation, and their usage rate of 'self-activation' exceeded 40% last month.

Han Jeong-ho, head of LG HelloVision's mobile business division, said, "The characteristics of the MZ generation, who pursue rational consumption and have no hesitation in purchasing unlocked phones and USIM cards separately, have started to lead to budget phone subscriptions. Through the brand campaign, we aim to communicate more multidimensionally with these generations and take this opportunity to showcase young and trendy product and service innovations."

The video will be broadcast on Hello Mobile's YouTube channel and digital signage at convenience stores nationwide (CU, Emart24). A behind-the-scenes vlog of the filming can also be viewed on Victor Han's YouTube channel. Participants in the "Breaking Prejudice Video Sharing & Comment Event," held on Hello Mobile's Instagram, will be entered into a draw to receive gifts.