Darak Successfully Completes First Outdoor Advertising Campaign in Self-Storage Industry... May Payments Jump 40%

[Source=Second Syndrome]

New sign-ups also exceed 3,700... Up 250% compared to previous month
Cumulative members surpass 115,000, a first in the self-storage industry

Second Syndrome announced on the 2nd that following its outdoor advertising campaign in Seoul for the month of May, the number of payments on its official website and app surged by about 40%, recording brand awareness expansion and high demand for self-storage. Second Syndrome operates Mini Warehouse Darak, "Korea's leading self-storage (shared storage)."

Targeting the general public who have not experienced self-storage, Mini Warehouse Darak launched the industry's first outdoor advertising campaign across Seoul over the past month with the message "Is your house too tight? Darak it!" The advertisement was run on key public transportation methods, including major city buses, bus stops, and screen doors on Seoul Subway Line 2, as well as major tourist attractions crowded with multinational tourists, such as Seongsu-dong, Dongdaemun, and Yeongdeungpo Times Square. In addition, during the same period, a "Half-Price Darak It!" promotion was running, offering a 50% discount on the first month's usage fee to all new and returning customers.

After the advertisement ended, the number of payments for Mini Warehouse Darak in May increased by 40% compared to the previous month, combining both the official website and app. Compared to March, it skyrocketed by a whopping 77%, gaining significant momentum in sales growth. In addition, the number of new members exceeded 3,700, a significant increase of about 250% compared to the previous month (about 1,100). Mini Warehouse Darak, which became the first in the self-storage industry to surpass 100,000 cumulative members in April, added about 15,000 members during this campaign period alone, successfully wrapping up the event with a total cumulative membership exceeding 115,000.

Second Syndrome analyzed that this campaign connected the problem the public is facing most recently in their daily lives intuitively with the brand name, leading not only to awareness of self-storage but also to actual sales. In fact, starting in the second half of last year, real estate prices in Seoul began to rise in earnest, and due to the impact of inflation, burdens on housing costs increased while residential areas shrank, leading to more cases of space shortage problems. This led people to look for new storage space outside rather than inside their residential space. Through large-scale outdoor advertising, interest in shared storage increased, and various indicators such as sign-ups and payments on Mini Warehouse Darak's official website and app rose simultaneously.

Mini Warehouse Darak has about 120 stores in the Seoul area alone, as well as about 220 stores nationwide. It is the only company in Korea that possesses AIoT-based technology and operational patents necessary for self-storage operation, running on a 24-hour fully unmanned automated system. In addition, to continue providing premium services to customers, they are developing various additional services, including official application updates, and plan to introduce further new functions and services within June.

Woowon Hong, CEO of Second Syndrome, said, "This outdoor advertisement in Seoul, which was the first of its kind in the self-storage industry, served as a great opportunity for more people to learn about Mini Warehouse Darak. We will continue to focus our internal capabilities to provide high-quality services and increase customer satisfaction."

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Reporter Nam-seok Lee leens0319@ebn.co.kr