Kyungdong Navien Wins Award at ‘2018 Effie Awards Korea’

Kyungdong Navien announced that its advertisement ‘Condensing Was Right – Our Dad’ won the Gold Award in the Furniture and Interior category and the Silver Award in the Brand Revitalization category at the ‘2018 Effie Awards Korea.’

The ‘Effie Awards,’ established in 1968, is the world’s first advertising awards program and is held in more than 40 countries around the world. In Korea, it was launched in 2014 under the name ‘Effie Awards Korea,’ presenting awards based on an evaluation of the degree to which advertisements achieve their goals and their contribution to those goals.

The advertisement was recognized for cleverly framing, through a child’s perspective, the eco-friendliness of condensing boilers—which greatly reduce not only nitrogen oxides, a cause of fine dust, but also carbon dioxide emissions, the main culprit behind greenhouse gases—thereby conveying the message to consumers in an easy-to-understand way.

Having already won the People’s Choice Good Advertisement Award hosted by the Korea Advertisers Association and the Grand Prize in the TV CF category of the Advertisement of the Year Awards hosted by the Korean Academy of Advertising, Kyungdong Navien has, through this latest recognition, been acknowledged for its excellence not only in creative originality but also in the marketing effectiveness achieved through advertising.

Since 2016, Kyungdong Navien has been running the ‘Condensing Was Right’ campaign, whose key message is the eco-friendliness of condensing boilers, which greatly reduce nitrogen oxides (NOx)—the main cause of fine dust—and carbon dioxide, the chief culprit behind greenhouse gases. Through this, the company has overcome the limitations of a low-involvement product like the boiler and succeeded in making many consumers aware of the condensing technology it has steadily developed over 30 years.

In particular, Kyungdong Navien’s 2017 campaign is credited with maximizing marketing impact by conveying the eco-friendliness of condensing boilers to even more consumers through a witty and cheerful TV CF that gave rise to the catchphrase ‘Let’s Make Condensing.’

Kim Si-hwan, head of the Marketing Division, said in his acceptance remarks, “I am delighted that our efforts since 2016 to inform consumers of the efficiency and eco-friendliness of condensing boilers have been recognized,” adding, “Going forward, we will strive to reach consumers with products that not only save energy and protect the environment but also make consumers’ lives more comfortable.”