Exclusive model Ji Jin-hee stars in new CF as the company leaps forward as a comprehensive heating, cooling and energy group
Airing across a range of channels including terrestrial TV, cable TV and YouTube
Kiturami Co., Ltd. (CEO Choi Jae-beom) announced that it is launching a new group image advertising campaign together with its exclusive model, actor Ji Jin-hee. The new group image CF expresses Kiturami’s standing—having leapt forward into a comprehensive heating, cooling and energy group—through intuitive visuals.
The commercial opens with actor Ji Jin-hee walking out from beside a Kiturami boiler, delivering the line, “Kiturami is no longer just a boiler company.”
It then depicts the fields Kiturami has entered—from refrigeration and air-conditioning for nuclear power plants, semiconductor factories and submarines to its energy supply business—using line-style 3D visuals, conveying the company’s expansion into diverse business areas and its cutting-edge technology.
With actor Ji Jin-hee’s confident line, “We are building the future with Kiturami’s 50 years of technology,” the ad emphasizes the pride and trust in the technological capabilities Kiturami has accumulated, before once again imprinting “Kiturami, a comprehensive heating, cooling and energy group” and bringing the video to a close.
This group image advertisement will air across a variety of channels, including terrestrial TV, cable TV and online channels such as YouTube.
A Kiturami Group official said, “We produced a CF that makes simple use of 15 seconds so that we can easily imprint our newly transformed corporate image on consumers who still perceive Kiturami as a boiler and heating company,” adding, “Going forward, we will organically grow and advance our core businesses—heating, cooling, air-conditioning and energy—to move beyond being a specialized boiler company and firmly establish ourselves as a comprehensive heating, cooling and energy group that represents Korea.”
Meanwhile, from 2000, when the growth curve of the domestic boiler market came to a halt, Kiturami Group judged that it could no longer be competitive in the global market by keeping its heating, cooling and air-conditioning businesses separate, and it pushed to leap forward into a comprehensive heating, cooling and energy group.
The company further strengthened its core heating business with high-efficiency, eco-friendly boiler products, and to discover new growth engines it acquired domestic refrigeration and air-conditioning companies—Kiturami Bumyang Cooling in 2006, Shinsung Engineering in 2008 and Century in 2009—securing the nation’s leading technological capabilities in refrigeration and air-conditioning units for nuclear power plants, cooling equipment, refrigeration equipment, air-conditioning units and renewable energy. In addition, through its 2016 acquisition of Kiturami Energy, it advanced into the energy supply business, taking a further step forward in the energy equipment manufacturing sector.
As a result, Kiturami Group has completely transformed from a specialized boiler company with sales of 300 billion won in 2001 into a comprehensive heating, cooling and energy group with sales of 1.3 trillion won last year. Despite the stagnation of the boiler industry since 2000, it has grown more than fourfold through business diversification.