Title | SUPERCORE MEETS NEWCORE |
Brand | SK HYNIX |
Product / Service | SSD(SOLID STATE DRIVE) FOR COMPUTER |
Category | A03. Durable Consumer Goods including Automotive |
Entrant | SK HYNIX Gyeonggi-do, SOUTH KOREA |
Idea Creation | SERVICEPLAN KOREA Seoul, SOUTH KOREA |
Production | COMPUTERFACE STUDIO Taipei, TAIWAN |
Name | Company | Position |
---|---|---|
Alexander Schill | Serviceplan Group | Global Chief Creative Officer |
Jason Romeyko | Serviceplan Group | Global Executive Creative Director |
Julie Kang | Serviceplan Korea | CEO |
Kwangjae Lee | Serviceplan Korea | Executive Director |
Jiwon Kim | Serviceplan Korea | Planning Director |
Jongpil Yoon | Serviceplan Korea | Chief Content Officer |
Silver Eunman Kim | Serviceplan Korea | Creative Director |
Jihyun Seo | Serviceplan Korea | Art Director |
Jiho Ahn | Serviceplan Korea | Associate Art Director |
Junghwan Choi | Serviceplan Korea | Senior Account Manager |
Yerim Kim | Serviceplan Korea | Account Manager |
Ralf Richter | Plan.net Performance | General Manager |
Johann Drees | Plan.net Performance | Account Manager |
Casey McCabe | Serviceplan Group | Copywriter |
Ta-Wei Chou | Computer Face | 3D Designer |
Sheng-Chin Lin | Computer Face | 3D Designer |
Yi-Chun Chang | Computer Face | 3D Designer |
Robert Sundelin | Serviceplan Korea | 3D Artist |
Sheila Leyne | Mullen Lowe PR | Managing Partner |
Kalley Jolly | Mullen Lowe PR | SVP |
Charles Leone | Mullen Lowe PR | VP |
Lauren Nickl | Mullen Lowe PR | Senior Account Manager |
Luke Kissick | Mullen Lowe PR | Account Manager |
SK hynix is the world's 2nd largest memory manufacturer that supplies 21% of the global market. Unlike their huge reputation in B2B market, the brand was completely an unknown brand to B2C market. SK hynix wanted to expand its business into the consumer market with solid state drive products (SSD) made of their advanced technology. However, it was an unwelcoming situation for the latecomer. The retail SSD market has already been overheating with the big name brands such as Samsung, Sandisk, and WD.
Gold, Silver, and a multiple colored stone named Supercore SSD series are brought out on Amazon.com along with an immersive gaming universe of creative stories. The upgrading experience of Supercore SSD is communicated as video games. The main target group, gamers would instinctively find their interests when they discover the stones resembling game items. This visual treatment differentiates from the majority of competitors who have the same looks of black chips on green circuit board. By creating a sci-fi game-like world, the brand story of semiconductor innovation for 38 years is delivered with evoking pure curiosity just like experiencing a formidable core stone handed by the true master.
Supercore SSD series aimed at the bigger market, the US, instead of domestic market where a safe start is secured with the local reputation. In order to achieve the maximum exposure at the first launch, the US Amazon.com was the optimal choice. Half of all U.S. households are subscribed to Amazon Prime. Also, Amazon is the first minded place to purchase PC components. Supercore SSD series is depicted with a futuristic gaming world visual on Amazon. It lets gamers get their interests intuitively. With tech influencers, the story of the semiconductor master, SK hynix was told. While WOM is driving traffic, a new technology installed SSD was released at CES where the most advanced tech products are introduced. Through such game-like experiences where you discover items and hear about them on and outside eCommerce, Supercore SSD series maximized its brand awareness among consumers.
On Amazon, we created the product page and brand store directing as if consumers enter the gaming world beyond simply introducing the product to them. Also, keyword advertising, display banner, and video advertising were strategically operated with the goal of being ranked in the top 10 Amazon bestsellers. On the outside of Amazon.com, active PR activities and influencer marketing have been conducted to drive traffic to the Amazon product page from the offsite.
When SK hynix launched the SSD, it ranked only in #217 in Amazon. The monthly sales have increased dramatically. It recorded over 80 times of the sales growth in the sixth month of its launch. Eventually, it took #1 in Amazon's best sellers in February 2020. It was the result only within 6-month of its launch in the U.S. And top-tier tech media outlets like PC Mag, and Tom’s hardware announced the Gold S31 as the best SSD of the year. Besides, branded content with the influencer who has 10M subscribers has achieved 1M views and 105K engagements within 24 hours of its release. The traffic on the product selling page increased by 210% compared to the previous two weeks.