MY AURA Campaign
Expresses the Corporate Value of ‘Peace of Mind’
Samhwa Paints Ind. Co., Ltd.’s ‘MY AURA’ campaign, carried out this past May, has received a Winner award in the Brands & Communication category of the ‘2023 Red Dot Design Award.’
The Red Dot Design Award is a design competition organized by the Design Center Nordrhein-Westfalen in Germany, and along with Germany’s iF Design Award and the United States’ IDEA Design Award, it is regarded as one of the world’s three major design awards. For the Red Dot Design Award, a panel of 24 international judges evaluates the originality, creativity, and distinctiveness of entries across three categories—Product Design, Brands & Communication, and Design Concept—to select the winners.
The winning ‘MY AURA’ is a campaign that reinterprets ‘peace of mind,’ Samhwa Paints’ core corporate value, as a psychological and spatial value. Samhwa Paints infused the campaign with the message that ‘an individual’s diverse tastes come together to create a unique aura, and only when you fill a space with your own aura can you truly find peace of mind.’
The ‘MY AURA’ campaign consisted of a digital event for discovering your own aura and a pop-up store for experiencing your own aura. Samhwa Paints designed the campaign so that the customer’s experience of the brand would remain consistent both online and offline, drawing considerable attention. More than 70,000 people took part in the digital event, which was shared over 10,000 times on social media, while the pop-up store recorded a cumulative total of around 13,000 visitors.
A Samhwa Paints official said, “Samhwa Paints is pursuing a variety of collaborations and campaigns to actively communicate with the younger generation, our future potential customers,” adding, “This award appears to be the result of effectively conveying Samhwa Paints’ core value of ‘peace of mind’ to the younger generation.”
▲ Image from Samhwa Paints Ind.’s MY AURA campaign
▲ MY AURA pop-up store
