Emphasizing technical premium with a new slogan, 'Class Up Klenze'

Expressing the confidence of a premium window brand that elevates the class of your life

KCC has unveiled a new advertisement for its high-end window brand 'Klenze.'

Rolled out from August, the new ad carries the fresh slogan 'Class Up Klenze,' capturing on film Klenze's technological prowess and refined design that raise the class not only of the windows themselves but of everyday life. By emphasizing technology and design that surpass German products—renowned as a powerhouse in the window industry—and expressing confidence in its products through dynamic footage, the ad has been well received.

In particular, this ad boldly casts the Klenze brand and product itself as the leading role, underscoring 'technical premium.' It showcases overwhelming technology that allows smooth operation even when fitted with quadruple glazing—difficult to achieve in anything but a high-end window—and that seals all four sides of the frame perfectly when the window closes. By using bold close-ups to precisely reveal details not easily visible from the product's exterior, the ad was produced to let viewers indirectly experience Klenze's technical completeness.

Given the nature of windows as a product, it is not easy for consumers to relate to what technologies are applied and what functions they serve. This is why typical window ads often feature top stars as models with the aim of enhancing brand image. This Klenze ad, however, exposes the cross-sections of the window frame and glass and renders the operating scenes in detailed, high-quality footage, allowing viewers to directly confirm the unseen technology and superior performance.

Beyond technical differentiation, this ad also does not miss the dignity of the space where customers dwell. In the final scene, set against a city sunset, these technical and emotional elements come together to depict a refined space completed by Klenze. The back view of a woman gazing out the window in that space appears to project the very image of the customer watching the ad.

Launched in 2021, Klenze conveyed a luxurious and emotive image with top star Kim Hee-sun as its model, establishing itself as a leading premium window brand. Since then, it has built up an 'emotional premium' through a succession of ads featuring luxurious, confident copy and emotive footage, such as 'The window becomes dignity,' 'It's not a window, it's Klenze,' and 'The luxury called a window.' This year, it has made the strategic choice to change the existing advertising paradigm of the window industry with the concept of 'technical premium.'

The new Klenze ad is being run across a wide range of media, including terrestrial TV, general programming and cable channels, as well as digital platforms such as YouTube and social media, outdoor electronic billboards, and apartment elevators. In particular, the 5-second ads, built around the functions of 'insulation,' 'watertightness,' and 'soundproofing,' are expected to bring a different kind of enjoyment to consumers accustomed to short-form content.

A KCC official said, "This ad is a new attempt that declares the product itself—not a top star—as the star of the advertisement, adding confidence in Klenze's overwhelming technology to the premium image it has already built. Going forward, we will focus on the essence of technology to deliver Klenze's unique premium value to consumers, continuously develop and present products of excellent quality, and further elevate the value of our customers' spaces."