SM C&C's advertising institutional sector said on the 30th that the "T Membership Relay AI Song" campaign video, produced with SK Telecom, has surpassed 10 million cumulative views on its official YouTube channel.
The video is an ad to promote about 180 partnership benefits of SK Telecom's "T Membership." SM C&C, which produced the campaign, used "song" as a medium so customers could recall T Membership benefits that are hard to remember and use because there are so many partners. Using AI technology to produce the song and music video, it delivered benefit information and created relay-style content through collaborations across multiple genres and artists.
In line with a wistful ballad mood, it wove into the lyrics benefits from eight partners, such as "at the end of the alley with the lights on at Paris Baguette" and "your small lip print smudged on a Dunkin cup." It also included a second wave of content featuring artists known for their distinctive tone and vocals—such as singer Jo Jjaezeu and rookie singer Lee Ye-ji, who topped Our Ballad—performing the AI Song ballad version in their own style.
An SM C&C official said, "We planned to break away from the usual informational ad format that lists benefits and instead imprint T Membership's unique strengths intuitively and familiarly through a serialized piece that combines solid storytelling with AI technology," adding, "We will continue marketing that can naturally draw in consumers by introducing versions across various genres, including K-pop, hip-hop, and trot."