Due to the COVID-19 that occurred last year, we experienced many changes in our daily lives. 

AM Department that was also based on overseas business had to confront a conversion of everything to a business means suitable to the phenomenon of the times of “Untact” at the center of the change. In particular, in sales and marketing where they were managed through direct communication with customers, business through untact is now not an option but a requirement. 

 

Last June of 2020, Last, we notified the start of that change to the world. 

 

▶ Establishment of ‘Digital Transformation’ online system that communicates with customers! 

Although the untact phenomenon was expedited due to the COVID-19, we have been proceeding the work of establishing a “Digital Transformation” system that was changing digital, transforming from the business system that was focused on offline a long time ago. We started to attempt changes in everything of communicating and sharing with customers not just in innovation of manufacturing, logistics, and technology. 

 

To notify the initiation of that change, the AM department released the ‘CTR2.0’ campaign that announced the brand renewal. We implemented a renewal that changed the website that previously remained only in the function of catalog to a window of communication, and we changed the box package design which is the best medium that can approach customers most closely. In addition, while establishing a brand page at Amazon, which represents the open market, that caused the change of logistics and distribution system world-wide in the untact era, we announced the capability of our brand and the change of the system to the market. 

 

Some might be skeptical about having the CTR brand that once led a B2B business against part of completed vehicle companies and global buyers proceed a campaign. However, we intend to consolidate the foundation of introducing our technology, products, and the value of the brands to much more customers through BOTTOM-UP approach, proceeding to a familiar brand to the public in line with digitally facilitated distribution and logistics systems. 

 

▶ Finding the connection of ‘Safety’ with customers in an untact era! AM department’s first campaign 'Unseen Heroes' In 2021, we included a brand philosophy that fits the corporate vision of 'CENTRAL to Your Safe Mobility' and the AM department is initiating the first campaign under the slogan 'Safety comes from parts'. In the untact era, we intend to tell a story of finding unseen heroes in all parts of our daily lives, utilizing various media platforms such as video, game, 3D catalog, application, etc. with a dual message ‘The unseen hero is us’ and ‘Safety starts with components (parts)’ targeting all the people engaged in the components industry going through a difficult time due to the downturn of economy and industry and all customers around the world. 

 

▶ 4 Methods to introduce the brand interestingly! What kind of campaign is the 'Unseen Heroes'? 

This Unseen Heroes campaign draws a journey of finding unseen heroes by dividing it into brand, product, and people based on the vision and business of the company. 

This journey is expected to catch the eye of customers by producing it into 4 digital contents. 

 

# First, Brand Film 

The publicity video of the Unseen Heroes campaign includes a content of delivering the message ‘There is a hidden hero, CRT, in every daily life that we are living in’, it is to be transmitted produced in respective language targeting North America including the global language (English), Thailand, Poland, South America, Russia, etc. * Go to video https://youtu.be/sv3MHLycpGY 

 

# Second, Web Game 

We developed a brand web game that enables the virtual experience by easily accessing the racing game in relation to our industry. 

To attain a good result in the racing game, you need the CTR component items placed on the rail. This has the effect of introducing the brand by exposing the CTR brand and products to users. 

Through a game that arouse a little fun and a sense of challenge, we expect customers to continuously participate in the brand. * Go to web game https://aftermarket.ctr.co.kr/game/ 

 

# Third, 3D Studio 

We prepared a 3D type state-of-the-art studio that allows people to experience the CTR brand and products online without having to visit the offline exhibitions or technical seminars. In the future, it will be utilized as a sales tool in offline activities, and it will effectively deliver the central technology and product information so that customers can experience the products realistically. 

* Go to 3D studio https://aftermarket.ctr.co.kr/Studio3D 

 

# Fourth, CTR Aftermarket App Release 

Through the previous renewal project, we developed the newly renovated website into an App (Android/iOS version) and released it in each app store. 

Searching the CTR brand catalog is made easy even in mobile and we expect the effect of continuous brand publicity while delivering CTR news to customers in real-time through the push alarm function. 

* Download from Android https://play.google.com/store/apps/details?id=com.notivation.ctr 

* Download from IOS https://apps.apple.com/kr/app/ctr-aftermarket/id1546586441 

 

It may be hard to expect a prompt response of Unseen Heroes campaign from customers due to the influence of economic, industrial recession and world-wide pandemic. However, the effort of CTR to become the unseen hero that keeps the safety of everyone in their daily lives will be seared into world-wide customers mind as a valuable brand through this campaign. 

 

We hope that this campaign delivers the positive message to all members of society transcending industry and becomes the foundation that makes global customers talk about the vision and effort of CTR as a global brand that values safety.