[Awards]

<2024 Korea Communication Awards – ESG Communication Grand Prize> <2024 Korea Communication Awards – Game Content Award> <2024 Korea PR Awards – Corporate Marketing PR Award>

Hyundai Steel planned a gamification campaign to effectively convey the value of 'resource circulation'—its ESG management philosophy—to the public in an accessible and friendly manner. Moving away from rigid information delivery, the campaign was designed to allow consumers to immerse themselves in the brand message by directly experiencing the resource circulation process within the virtual world of ‘Isegye (ESG).’

The core mission involved players collecting iron scrap and melting it in an electric arc furnace to rebirth it as new steel. Authenticity was added to the campaign by integrating a participatory system where ‘H-Coins’ earned through gameplay could be donated to social contribution activities.

The campaign received acclaim for reinterpreting the eco-friendly values of the steel industry into consumer language, recording over 160,000 video views and high game engagement. Notably, it drew an explosive response, achieving its donation goal within just 3 hours of opening. In recognition of these achievements, the project won a triple crown at major domestic communication and PR awards.