SK Innovation on Tuesday launched its new company identity campaign, “Innovating Innovation.”

Following successful predecessors such as “Thinking is Energy” and “Where There is Question is Innovation: ASK Innovation,” the campaign is delivering groundbreaking ideas on industry innovation and future growth, the country’s leading energy company said.

Under the slogans of exploring the energy frontiers, pioneering the world of opportunities, developing future flagship technologies and sharing success and delivering happiness, the campaign encompasses the essence of what SK Innovation has been doing ― searching for and developing energy resources. 

In its TV commercial, an animation, three dinosaurs are drilling for oil. These figures eventually evolve into humans, and a further sequence highlights the future of humankind by showing people trying to develop battery-operated cars, extracting oil from coal and manufacturing plastic with carbon dioxide. Throughout the commercial, a narrator explains what exactly is going on.

“We wanted to show people what we are doing, but we also wanted to make it interesting,” an official at SK Innovation said. “We plan to keep coming up with new ideas to promote our new businesses.”

SK Innovation said navigating through unchartered waters has always been a part of its corporate mission.

In June, the company was selected as a vendor for a pilot project in Germany to provide a 1-megawatt energy storage system. That was the first deal it inked to sell its energy storage system overseas.

Fraunhofer, the largest private research institute in Germany and the organization responsible for the project, said SK Innovation had sufficiently met its performance and technology requirements.

The company also says that its energy storage systems have gained significant recognition in Germany and other European countries that have turned to renewable energy for a considerable proportion of their energy needs, as the system allows for maximum efficiency in harnessing intermittent renewable energy sources.

The company began developing ESS in 2010 and has landed several important contracts including the establishment of a smart grid initiative on Jejudo Island in 2012 and a frequency regulation project led by the Korea Power Exchange in 2013.

By Bae Ji-sook (baejisook@heraldcorp.com)