SK Telecom launches 'Suneung Cheering Handbook' campaign for students, parents

Cheering lecture, message maker and lucky card programs

A promotional image for SK Telecom's online campaign "Suneung Cheering Handbook" [SK Telecom]

SK Telecom has launched a cheering campaign called "Suneung Cheering Handbook" with 77 days to go before the college entrance exam, aiming to boost students' confidence by offering a range of benefits to participating parents and test-takers.

SK Telecom said Thursday it is running the online campaign targeting students and parents preparing for the 2027 College Scholastic Ability Test, known as the suneung.

The company began the campaign on Aug. 11, 100 days before the exam, with the goal of conveying parents' encouragement to students and lifting their confidence and spirits. The first phase, called "The Start of Cheering," invited participants to decode nostalgic pager-style numeric messages as a way of rooting for test-takers.

The current phase marks the 77-day milestone. Starting Thursday, SK Telecom has prepared a three-step program for parents and children to participate in together: a cheering lecture, a message maker and a lucky card giveaway.

The "Cheering Lecture" lets parents take a quiz to identify their own cheering style and learn the best way to encourage their child. After completing the quiz, participants can move on to the message maker.

In the "Message Maker" step, parents choose a background design and compose a text or video message for their child. The finished message can be sent directly to the student via KakaoTalk, text message or a shared link.

Students who receive a cheering message can then enter a random lucky gift draw. The first 50,000 participants will receive gifts including snacks and beverages.

In the "Lucky Card Giveaway" step, students enter their date of birth to generate a personalized lucky card based on their fortune reading. After creating the card, students can enter a "Lucky Gift Package" event by posting it on Instagram, Threads or X.

Entries for the "Lucky Gift Package" event are open through Sept. 30. SK Telecom plans to select winners by lottery and send them a physical keyring made from their own lucky card design, along with other lucky items.

The "Message Maker" and "Lucky Card Giveaway" programs are open to students born between 2006 and 2008.

In addition, SK Telecom plans to provide a T Direct Shop voucher to all students who participate in the campaign after the exam, regardless of their mobile carrier. A range of additional benefits for test-takers will also roll out starting on exam day, with details available through the "Suneung Cheering Handbook" campaign page.

"With 77 days left until the suneung, this is a time when not only students but also the families who have been by their side through the long journey need warm encouragement," said Yoon Jae-woong, head of SK Telecom's Product and Brand division. "We have prepared a variety of programs and benefits so that students and parents can share their feelings with each other and power through the remaining time."

chami@heraldcorp.com