Dexter Krema dominates international advertising festivals, including The Drum Awards for Marketing APAC thanks, in large part, to hyper-personalized marketing for Hankook Tire & Technology
Dexter Krema has reported back with some remarkable marketing success in Northern Europe, dominating one international advertising festival after another. With its “hyper-personalized advertising marketing” technology bearing fruit, the company is expected to continue its growth with global advertising projects going forward.
Dexter Krema (Co-CEO: Dong Jin Son, Song Gyeong Woon), an AI digital marketing company and a subsidiary of content specialist company Dexter Studios [206560], announced on June 13 that it took home the GOLD Winner award in the Search category at The Drum Awards for Marketing APAC announced on May 30.
This award is only available to multinational companies headquartered or active in the Asia-Pacific (APAC) region and those who have carried out projects within the region. The Drum Awards for Marketing APAC is an international event celebrating some of the most outstanding marketing campaigns in APAC, and rewards projects that are both creative and deliver great results. Every year, countless companies, institutions, and professionals from around the world submit their projects to prove what they have achieved to the world.
In the Search category, only four companies from around the world, including Wavemaker (marketing for French cosmetics company L’Oréal) and GrowthOps Asia (marketing for Singapore’s largest bank, DBS Bank), managed to earn a nomination this year. Dexter Krema winning the award is a monumental achievement for the company as it puts it shoulder-to-shoulder with other leading companies in the field all over the world. The hyper-personalized marketing of Hankook Tire & Technology (hereinafter referred to as Hankook Tire) led by Dexter Krema was praised as an innovative campaign that overcomes the obstacles of what is known as a “cookieless era.”
A Dexter Krema official said, “Hankook Tire was planning to sell products targeting the Northern European market, and to do so, it needed to identify new consumer patterns and find an efficient strategy to target the local market. In particular, among the handful of countries in Northern Europe, Sweden was the perfect country for Hankook Tire to target given its demand for tires and clear seasonal differences.”
He added, “We turned Google search keywords into a collection of big data and created a ‘persona model’ that reflects the interests, intentions, and tendencies of prospective consumers using the alpha version of our AI service. Considering the notable traits of rich media, we used location information and weather API, and at the same time, we segmented the marketing target into those interested in how to replace tires, prospective winter tire consumers, and those who keep up with weather forecasts.”
The official also explained, “We promoted content consisting of images, videos, and text elements in the online environment across various media channels, including banners on web portals and SNS advertisements. As a result, we were able to improve both the CTR (Clickthrough Rate) and CPC (Cost Per Click) figures compared to the existing marketing strategy. In particular, the CPC was significantly reduced by more than 87%, proving our ability to save cost.”
Meanwhile, Dexter Krema is attracting attention from clients with the worldwide success it has enjoyed to date, especially with Hankook Tire. On May 1, the company won the Gold Winner award in the Marketing category at the Hermes Creative Awards. Then, on May 31, it won the Platinum award, the top award in the Digital Marketing Banner Campaign category, at the Vega Awards, a renowned awards event in the digital media and creative industry. Moreover, Dexter Krema was nominated in the Campaign Effectiveness category at the Global Agency Awards, building further anticipation for additional awards going forward.
