The AI-based digital marketing company, Chai Communications, achieved the remarkable feat of winning a total of nine awards at the ‘2024 Korea Digital Advertising Award’ across seven categories, including two grand prizes, three gold prizes, one silver prize, and three excellence awards.
Chai Communications received grand prizes in both the AI Creative and Public Sector categories for the ‘ZERO Campaign’ by Mirae Asset Securities and the ‘AI vs KOREAN Campaign’ by the Korea Tourism Organization, respectively. The AI Creative category was newly established this year, reflecting the broadening use of AI in the advertising industry. The ‘ZERO Campaign’ by Mirae Asset Securities was the first to win the grand prize in this category. It was noted for its groundbreaking idea of using AI technology not just as a production tool but as a means to deliver consumer benefits such as cost reduction, under the theme of “0 won commission.”
The ‘ZERO Campaign’ was applauded for its imaginative storytelling and creative visuals using AI to portray the number 0, showcasing Chai Communication’s unique AI capabilities. The campaign targeted the content consumption patterns of the 2030 generation, achieving recognition for its marketing strategy that expanded target touchpoints through short-form content and behind-the-scenes videos, ultimately winning a gold prize in the SNS marketing category.
The other grand prize went to the Korea Tourism Organization’s ‘AI vs KOREAN Campaign.’ This campaign highlighted the increasing use of AI for gathering travel information and critiqued its tendency to provide standardized information. The campaign promoted participation from the general public to share genuine Korean tourism information directly from Koreans themselves. Utilizing promotional comments, they created content featuring unique food and activities known only to locals, which broke away from typical Korean dishes and tourist spots, gaining attention across various media and social networks. The campaign garnered 350 million cumulative views, becoming a tourism content phenomenon beyond traditional advertising, thus winning the grand prize in the public sector.
Additionally, Chai Communications won gold prizes in the SNS Marketing category for CJ CheilJedang’s YouTube channel ‘Je1’s Taste,’ which became the first in the food industry to surpass 500,000 subscribers, and in the Search Performance (Large Advertisement) category for KB Insurance’s direct auto insurance campaign, which addressed the competitive auto insurance search advertising market with a “responsive search advertising strategy.”
In the Digital Creative category, a silver prize was awarded to Gyopin Food’s (Goobne) ‘Goobne Chicken New Product Launch Campaign,’ praised for its effective communication with Generation Z through diverse advertising materials like videos, banners, and events. Other notable excellence awards went to campaigns like CJ Hetbahn in the SNS marketing category, which formed a strong connection with the 2030 demographic through a persona of office workers; HiteJinro’s ‘Terra Save the Green’ campaign in the Promotion category, which extended the brand’s ‘pure’ value to consumers’ psychological purity through art collaboration; and Binggrae’s ‘National Representative Meets National Representative Banana Flavored Milk X Shin Yu-bin’ campaign in the Digital Video category, which leveraged the brand synergy effect with athlete Shin Yu-bin, who gained attention from the Paris Olympics for her banana eating.
CEO Choi Young-seop expressed, “In the rapidly changing advertising environment, we will continue to lead the market through differentiated and innovative creative performances enhanced by technologies such as artificial intelligence and big data.”