POSCO is no longer considered South Korea's representative company, unlike global, advanced corporations such as Samsung or LG. Instead, it is viewed as contributor to environmental degradation.

During this challenging period, it is crucial to highlight POSCO's strengths that have driven South Korea's growth over the past half-century. The overarching theme is 'The Value, Significance, and Environmental Friendliness of Steel.' Additionally, it is important to focus on building a positive image to 2030 target generation.

To accomplish this, we broke away from the typical corporate PR ad and tried to create a new, impactful, storytelling series of video content that would allow new audiences to relate to the brand.

As the Chairman of the World Steel Association and aiming to elevate POSCO's status as a leading eco-friendly steel company, a unified campaign based on messages that can resonate not only domestically but also internationally is being pursued.

The older generation views POSCO as promising company. However, the younger generation, specifically the 2030 cohort, perceives it as steel-making company or lesser-known entity. Therefore, a creative strategy is needed to establish a new image and connect with the 2030 demographic.

POSCO aims to redefine the values of 'Value and Importance of Steel, Eco-friendliness,' making them resonant and relatable to both the whole generation.

This redefinition seeks to instill pride among the older generation and employees while positioning POSCO as an approachable and relatable company for the 2030 generation.

Based on POSCO's identity of ‘Providing Amazement’, ‘Fostering Innovation’, and ‘Delivering Emotions’, we redefined its image as a 'Fantasy-inspiring enterprise' by amalgamating the images of 'Amazement,' 'Innovation,' and 'Emotional impact.'

This redefinition was communicated through the slogan 'There's Fantasy in Steel, FantaSteel,' forming the creative concept for communication.

Fantasy + Steel = FantaSteel

“Steel, There is Fantasy within”

By utilizing the concept of 'gamification,' which involves applying gaming concepts to non-gaming fields, we aim to make the complex image of steel easily understandable and entertaining for the masses. To achieve this, we’ve created videos that seamlessly depict POSCO's technology and materials, similar to in-game items, to enhance natural immersion.

For instance, a scene featuring POSCO's GigaSteel, an ultra-high-strength steel plate, displays an armored item capable of withstanding enemy attacks in a fantasy game. This enhances consumer engagement and understanding.

To recreate the concept of a cinematic video (a video that presents the core world and story of a game like a movie trailer), we created a full 3D video with the quality of an actual game cinematic video.

We utilized various media channels and an Integrated Marketing Communications (IMC) campaign, with a focus on digital, outdoor advertising, and events. Our campaign videos received a total of 65.85 million views. Through PR articles and trend-setting magazines, we generated industry-wide buzz among consumers by producing cinematic videos for a steel company.

Consumers responded positively, praising the creativity with terms such as 'Fresh' and 'Innovative'. The advertisement not only captured the attention of actual consumers but also secured the 2nd position in today's creative rankings for TV commercials, demonstrating both quantitative and qualitative success.

Concurrently, we organized campaign events to provide customers with a hands-on experience of the 'Fantasteel' concept, aiming to enhance their understanding beyond what they see or hear in videos.

In collaboration with Nexon's mobile game 'Wars of Prasia,' we provided POSCO FantaSteel with events items in the game. This allowed the 2030 target audience to experience steel technology. The event was highly participated with 350,000 users.

Furthermore, POSCO reiterated the environmentally-friendly of steel by creating a perpetual calendar. This event was attended by 15,000 people.