Fila Korea, Korea Communication Awards and Social Media Awards

[Asia Economy Reporter Yujin Cho] FILA Korea (CEO Yoon Geun-chang) announced on the 12th that it received the Grand Prize in the fashion and apparel category in two fields, the Korea Internet Communication Award and the Korea Social Media Award, at the '13th Korea Communication Awards Ceremony' held at the Seoul Press Center on the 11th.

The Korea Communication Awards, hosted by the Korea Internet Communication Association (KICOA) and supported by the Ministry of Science and ICT, the Korea Communications Commission, and the Ministry of Trade, Industry and Energy, is a representative domestic digital awards ceremony that discovers excellent cases of companies communicating with consumers based on digital platforms. The awards are divided into three categories: the Korea Internet Communication Award, the Korea Social Media Award, and the Korea Empathy Content Award.

Marking its 13th year, this event saw participation from over 200 companies and 150 public institutions. From August, through a systematic evaluation and verification process lasting three months, the final winners in each category were selected.

FILA Korea received the grand prize for its unique campaign, the 'FILA Family Photo Contest,' which was designed to reflect on the preciousness of 'family,' often overlooked during the ongoing crisis caused by the COVID-19 pandemic, and to communicate in a special way.

During this difficult period, described as a national crisis, the campaign soothed the weary minds and bodies of the public and delivered encouraging support, creating a 'digital breeze.' The follow-up events were also praised for presenting a new model of consumer events in the new normal era, earning FILA Korea the honor of the grand prize.

Inspired by the lyrics of the song 'Family Photo' sung by singer Kim Jin-ho in 2014, FILA Korea launched the campaign centered on family photos at the end of May. Over 4,000 families sent their stories to the campaign’s dedicated website, and all FILA Korea employees responded with handwritten letters, sparking widespread attention. Surprised by the handwritten letters and unexpected gifts, participating families shared their experiences on social networking services (SNS), maintaining continuous communication with FILA.

A FILA Korea representative said, “We believe this recognition reflects the long-standing efforts we have made to communicate sincerely with consumers through various channels, including social media, and we are very honored and grateful.” They added, “In addition to the FILA Family Photo Contest, we plan to continue our efforts to gain empathy from customers and communicate together through fresh and meaningful content.”

This content was produced with the assistance of AI translation services.