PRINCIPAL AWARDS / GOLD PRIZE
By Lee Sang-hun
Vice president of public relations
First of all, I would like to express our gratitude for giving us the 2019 Korea Herald Advertising Awards Gold Prize, which will no doubt boost GS Caltex’s communication activities.
In 2009, GS Caltex set its corporate brand identity as “energy for sustainable life” and developed “I am your Energy” as a brand slogan to better communicate with consumers.
In March that year, the “I am your Energy” advertising campaign, which started as a cute children’s bath scene, was successfully launched to attract consumers’ attention and create empathy with a differentiated approach from other competitors. Based on a positive response from viewers, we continued to deliver our message to gather a wider understanding of our values.
By using the word “energy” to carry both a literal sense (of our products) and connotative meaning (of boosting one’s spirit), the campaign was well received not only by the general public but also experts as a campaign that was approachable and relevant to everyone.
Lee Sang-hun, GS Caltex's vice president of public relations
In 2019, GS Caltex continued to communicate through diverse and relatable everyday life issues under the theme of “Everything is the energy of someone.”
The stories featured happy memories of a family through a snowman that they made together and a child showing excitement and determination on the first day of school. The campaign also featured independence activists who sacrificed their lives under Japanese imperialism in commemoration of the 100th anniversary of the provisional government of the Republic of Korea.
Once again, we truly thank you for this award, and we will continue to create better campaigns. I am your energy, GS Caltex