KCC Construction's Old Guardhouse Improvement Project Gains Attention, 2021 Switzen New Campaign 'Lighthouse Project'

- Rejuvenating Old Security Offices / 'Lighthouse Project' Campaign for Environmental Improvement Receives Strong Online and Offline Support
- Free Support for Environmental Improvement Construction at Over 40 Old Security Offices Nationwide, a Good Example of Corporate Social Value Realization through Sharing Management

KCC Construction Switzen, which shows a unique perspective on homes, announced the launch of its new campaign, "The House That Protects the Home, Lighthouse Project." This campaign addresses the story of the "security workers," who we encounter daily and take for granted, and has garnered significant attention since its release.

In the "The House That Protects the Home, Lighthouse Project" campaign, the quiet figure of a security guard patrolling with a lantern on a dark night and the lit security office are portrayed calmly. This contrasts the pitch-black dark path and the light from the lantern, as well as the security office’s light that remains on alone in an apartment complex where everyone else is asleep, evoking the image of a lighthouse shining over a dark sea.

At the same time, the copy "When everyone's lights go out, there is still a house whose light does not go out" creates an opportunity to once again appreciate the importance of the security office and security workers who always shine light for everyone.

Following the campaign video, the progress of the "Lighthouse Project," which actually improves the aging security office environment, is also aired. The "Lighthouse Project" is KCC Construction’s sharing management program that supports security guards to work in better conditions by improving the aging security office environments in apartments, which has recently become a significant social issue. This reflects KCC Construction Switzen’s sincerity in not only reemphasizing the value and gratitude but also striving to improve the actual working conditions of security workers who protect our daily lives.

This campaign, which expresses the small security office of about one pyeong (approximately 3.3 square meters) as a space with great meaning that protects everyone’s home, has sparked overwhelming responses and empathy from countless viewers since its debut.

Especially in the comment section of the campaign video posted on KCC Construction’s YouTube channel, comments filled with praise and empathy continue, such as “Switzen started what someone had to do first, it’s touching,” “It’s even more moving because they really changed the security office, not just ending with the advertisement,” and “In times like these, it’s a heartwarming campaign.”

In reality, starting with Geumgang Imaechon Apartment, KCC Construction has been improving the working and complex environments of over 40 aging security offices in apartments built by KCC Construction nationwide, including in Yongin and Suwon areas, free of charge. Improvements include ▲interior and exterior repairs ▲replacement of desks, chairs, and other furnishings ▲installation of small air conditioners and refrigerators for security workers.

A KCC Construction official said, “At a time when the preciousness of daily life is felt anew, we wanted to tell the story of the ‘security guards,’ who quietly keep their posts and manage our living spaces safely and comfortably, and the security office, the house that protects the home.” He added, “We put our sincerity into Switzen not only by sounding an alarm about the taken-for-granted familiarity but also by improving the actual environment of this small but precious space that protects all of us.” He also noted, “The response to KCC Construction Switzen’s ‘Lighthouse Project’ has been very positive, with apartment residents voluntarily putting up thank-you banners for the improvement of security workers’ working conditions.” Above all, he expressed gratitude to the residents who shared their hearts. “We expect this CSR program and campaign, which help security workers going through difficult times due to COVID-19 and the heatwave, to become a good precedent for enhancing corporate social value.”

Meanwhile, KCC Construction Switzen continues to establish a differentiated brand value by delivering messages that people can think about and empathize with through advertising campaigns that embody the brand’s orientation to find value in the “essential meaning of home” beyond the physical appearance and beauty of a house.