When you want to create
new expectations and excitement
for the new company name and brand
When you want to create
new expectations and excitement
for the new company name and brand
HL Group Name
Change Campaign,
HL Klemove Launch Campaign
In 2022, Hanla Group announced a new name "HL," symbolizing "Higher Life," to mark the launch of the new affiliate HL Klemove and the 60th anniversary of its founding. In line with this, a campaign was needed to introduce the new name and vision of Hanla Group and the launch of the innovative autonomous driving technology company, HL Klemove.
For the HL Klemove campaign, the goal was to convey a distinctive brand identity to the recruitment and young target audience, positioning it as a leading mobility software company in the autonomous driving ecosystem, and creating an image of a Hero Brand that could transition to the entire HL Group in the future. Additionally, the HL Group campaign aimed to inform employees, the general public, and especially the young target audience about the new birth of HL Group, introduce the group's major affiliates and businesses and build a brand personality characterized by being young, challenging, innovative, and creative.
CJ PlanTable ATL+Digital+BTL
PlanTable is a plant-based food brand that showcases CJ CheilJedang's accumulated technological expertise. This was their first campaign, and they hoped to create a launch campaign that would not only generate consumer expectations for the product but also lead to a positive dining experience. However, the challenge was that veganism, though an important trend in current dietary habits, still faced some distance to mainstream acceptance. There was a perception that vegan food lacked taste, and the menu was limited, hindering a smooth launch.
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HD Hyundai's Name Change
Notification Digital Campaign
The "Hyundai Heavy Industries Group" changed its name to "HD Hyundai" after 50 years. The client aimed to inform people about this name change while shedding the heavy image associated with the previous industrial focus and portraying a more youthful and future-oriented image.
Although the name had changed, HD Hyundai's business areas such as shipbuilding, construction equipment, and energy were still unfamiliar and carried a heavy perception to the general public. The insight was that directly expressing what the company does in a straightforward manner could not only decrease public interest but also make it challenging to convey a new and fresh feeling.
SSG.COM Brand Launch Campaign
SSG.COM was a unified online shopping platform that brought together online shopping sites of Shinsegae Group such as Emart Mall, Shinsegae Mall, Shinsegae Department Store, and Traders, launched in 2014. Despite a relatively successful brand launch, many consumers still had limited knowledge of what kind of shopping mall SSG.COM was and what strengths it possessed.
The client was grappling with defining the core values that SSG.COM should convey to make it easier for consumers to recognize and understand. They were considering whether to emphasize the merit of being able to make purchases in one place or to highlight the individual advantages of each shopping mall, such as the convenience of Emart Mall's grocery shopping or the reliability of department store products. The task given was to propose a direction based on these considerations.
