Kumho Petrochemical launches 'A Living Report with Hugreen' advertising campaign
Ad effectiveness survey shows across-the-board gains in metrics and resonance with consumers
Kumho Petrochemical announced that 'A Living Report with Hugreen,' the advertising campaign for its building-materials brand 'Hugreen' unveiled this past March, drew a positive response along with across-the-board increases in metrics in a consumer ad-effectiveness survey.
According to the ad-effectiveness survey conducted on April 3 by the specialized market research firm Embrain, a before-and-after comparison of viewing the Hugreen ad campaign showed campaign comprehension at 76%, ad familiarity at 70%, brand favorability at 69%, and purchase intent at 62%, with the overall ad-effectiveness metrics rising by an average of 66%.
This assessment also led to an award from the AD Consumer Report. Hugreen won the Silver award in the 'Consumer Video of March' category selected by the AD CONSUMER REPORT operated by Embrain, earning recognition for the quality of its ad campaign from outside experts. The AD Consumer Report evaluates 13 items—such as product favorability and ad satisfaction after viewing an ad—and each month confers the Grand Prix, Gold, Silver, and Bronze awards.
Hugreen's new 2025 ad campaign, 'A Living Report with Hugreen,' is a video featuring actress Shin Min-a that presents vivid reviews from consumers of various occupations and family types—such as architects, homemakers, and newlyweds—who have used Hugreen. By comparing life before and after each consumer used Hugreen, the campaign vividly conveys the improvement in quality of life, enhancing understanding of the brand and its products.
In addition, the campaign intuitively showcases Hugreen's key products and features—such as the 'Auto-Ventilation Window Pro,' the 'Glass Railing Window,' and the 'Easy-Open and Soft-Closing function'—to deepen product understanding. In particular, the 'For Parents' video, which highlights convenience and safety in a childcare setting centered on the soft-closing function that regulates the closing speed of windows to prevent finger-pinching accidents, surpassed 1.52 million views on YouTube within two weeks of release, and the three campaign videos combined surpassed 4.62 million views three weeks after release, demonstrating strong buzz.
Viewers who watched the videos praised the ad concept, cast, and product explanations through comments such as, "The characters in the ad feel relatable and I like that the ad's message reflects real life," and "It naturally highlights the stability and standout features of Hugreen windows within a family atmosphere."
Heo Kwon-wook, head of Kumho Petrochemical's Building Materials Business Division, said, "We attribute the praise for this new campaign mainly to the fact that it was produced in a relatable way based on the vivid reviews of real users," adding, "We will continue to strive to present campaigns that can raise Hugreen's favorability and trustworthiness."
Meanwhile, Hugreen is a compound word of Humanism and Green, and is Kumho Petrochemical's building-materials brand that considers people and the environment. Placing respect for humanity as its highest value, Hugreen is working to realize a beautiful and comfortable residential culture based on a brand philosophy of living together in harmony with nature. More detailed information about this can be found on Kumho Petrochemical's official Hugreen website (www.hugreen.kr).