Pentacle, a comprehensive advertising agency affiliated with Megazone, has won the honor of winning the Digital Advertising & Campaign category at the '2024 Ann Awards' for the second consecutive year.
ANDAward is the most prestigious digital industry event in Korea, hosted by the Korea Digital Enterprise Association and sponsored by the Ministry of Science and ICT, the Ministry of Culture, Sports and Tourism, the Korea Broadcasting Advertising Promotion Corporation, and the Korea Internet & Security Agency. This year marks the 18th anniversary. This award is an event where industry experts review and select works that have contributed to the digital industry over the past year.
Pentacle won two awards in the Digital Advertising & Campaign category for its two campaigns. First, the 'Kyowon Kumon Smart Kumon N' campaign won the Grand Prix, and second, the 'Lotte Insurance Wonder' campaign won the Winner Award, making it a double crown winner.
The 'Kyowon Kumon Smart Kumon N' campaign reflected parents' realistic concerns about digital learning with the theme of 'Real study with deep understanding is unshakable'. The use of the common phrase 'Deep-rooted trees are not swayed by the wind' as the core message of the campaign attracted attention. This campaign achieved both an increase in awareness and entry into the top ranks in the elementary school textbook market, and in particular, brand favorability nearly doubled after the campaign ended.
The 'Lotte Insurance Wonder' campaign was an advertisement to announce the launch of a new digital insurance platform, and took advantage of consumers' existing negative perception of insurance. Two video advertisements were produced with the themes of auto insurance and insurance remodeling, focusing on the core message of 'an insurance platform that creates my own income with my own hands.' The campaign was operated with consumer participation promotions and achieved a result of exceeding the KPI target by 147%. In addition, the number of organic downloads of the 'Wonder' app increased by more than 100 times through branded content in collaboration with influencers.
“We are very pleased to have won the largest digital award in Korea for two years in a row,” said Vice President Cha Sang-hoon of Pentacle. “Pentacle will continue to strive to communicate with consumers through creative and effective campaigns in the changing digital environment and achieve greater results.”
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