[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 introduced gamification marketing to effectively communicate its ESG management philosophy and raise awareness about resource recycling in the steel industry. Recognizing the need for content that goes beyond mere information delivery, the company designed an interactive experience that immerses consumers in the brand’s sustainability efforts.

Set in the virtual world of "이세계(ESG)," players engage in a web-based game where they collect scrap metal, recycle it in an electric arc furnace, and earn H-Coins. The game creatively integrates real-world elements such as scrap metal, electric arc furnaces, and magic wands, blending entertainment with an eco-friendly message. The campaign was promoted through social media and performance ads, with additional engagement driven by ranking events, random prize giveaways, and an H-Coin donation event.

The primary goal was to make the eco-friendly values of the steel industry more accessible and engaging for consumers. By leveraging gamification, Hyundai Steel effectively conveyed its ESG message and reinforced its commitment to sustainable business practices.

The campaign garnered over 160,000 video views, far exceeding engagement expectations. Additionally, within just three hours of launch, the donation goal was achieved, highlighting enthusiastic consumer participation. This initiative successfully demonstrated the effectiveness of ESG messaging through gamification and was recognized with prestigious awards, including the 2024 Korea Communication Awards (ESG Communication Grand Prize and Game Content Award) and the 2024 Korea PR Awards (Corporate Marketing PR Award).