SK Innovation Wins '2021 Good Advertisement Award Chosen by the People'

[Asia Economy Reporter Hwang Yoon-joo] SK Innovation announced on the 31st that its 2020 corporate PR campaign "2020 Fly Eco-friendly Superboard" won the Digital Division Award at the 29th Good Advertisement Award Selected by the People, hosted by the Korea Advertisers Association at the Federation of Korean Industries building in Yeouido. This is the first time in 15 years since the Digital Division Award was established in 2006.

One of Korea's representative advertising awards, the "Good Advertisement Award Selected by the People," is selected through consumer voting among advertisements launched domestically over the past year, organized by the Korea Advertisers Association. It is distinguished as the oldest comprehensive advertising awards ceremony in Korea and is unique in that it is directly organized by companies rather than advertising-related academic societies or organizations.

Through this corporate PR campaign, SK Innovation revived the characters from the TV animation "Fly Superboard," which was wildly popular in the early 1990s, after 30 years, presenting a story where these characters embark on an eco-friendly adventure. This video, based on the Newtro concept?a blend of New and Retro?evoked nostalgic memories for the older generation and freshness for the younger generation, gaining widespread acclaim.

In particular, SK Innovation humorously conveyed the substance and strong commitment to its eco-friendly business, which is being vigorously promoted under its eco-friendly strategy "Green Balance 2030" and brand slogan "Hi !nnovation."

Through the adventure of the Superboard group, SK Innovation’s eco-friendly businesses such as electric vehicle batteries, lightweight automotive materials, ultra-low viscosity eco-friendly engine oil, and eco-friendly energy solution platforms were brought closer and more familiar to consumers. This corporate PR campaign activity is evaluated to have greatly contributed to forming a new corporate image of SK Innovation, which has been perceived as a heavy and large-scale industry.

The corporate PR campaign attracted attention from the moment it was released on SK Innovation’s official YouTube channel in October last year. It captured people's attention by ranking first in the Creative 100 category on TVCF (www.tvcf.co.kr), Korea’s largest advertising portal site. In November last year, it also ranked first in the "Consumer Voice," selected based on consumer evaluations by TVCF.

Meanwhile, SK Innovation previously won the Good Advertisement Award Selected by the People in the print division for "Innovating the Earth - Arctic Edition" in 2012 and "Big Picture of Innovation" in 2017. Additionally, it has received awards such as the Korea Advertising Society’s "Advertisement of the Year" and "Brand of the Year," and pioneered a new field called Artvertising (Art + Advertising), which combines artistic and advertising elements, and has been introduced in numerous university textbooks.

Lim Soo-gil, Head of SK Innovation’s Value Creation Center, said, "In this corporate PR campaign, SK Innovation aimed to deliver the company’s growth strategy and brand identity to consumers in a familiar way," adding, "We will continue to explore various methods to present the eco-friendly innovation that SK Innovation pursues through corporate PR campaigns that resonate with consumers."

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