- Launching a brand campaign boasting an expertise in personal data deletion from the 15th
- Showcasing a video clip in which second-hand phones are cleansed of personal data through data randomization/encryption
- Casting movie star Yim Si Wan to boost up synergy for transparency in used phone distribution

MINTIT has released a brand campaign video clip that can reassure customers that they do not have to worry about potential disclosure of their personal information while trading second-hand phones.

MINTIT (CEO: Seong-moon Ha) announced on the 15th that the company produced and released a video clip on a variety of SNS channels promoting customer data cleansing technology incorporated in its AI-based second-hand phone purchasing station MINTIT ATM under the theme of second-hand phone cleansing.

The campaign likened how MINTIT ATM cleanses second-hand phones of previous owners’ personal data. The _phor of cleansing was used to reassure viewers that not even a single thread of personal data will be left on used phones traded by the ATM device.

Actually, MINTIT implemented a system to render customer data unrecoverable by randomizing and overwriting (a technique to delete already written data by writing other data over it) data with an encryption algorithm. The technology is configured to completely remove residual personal data in used phones sold or donated by customers and issue a data deletion certificate to them. MINTIT’s personal information and data deletion program was certified by German quality certification body TUV SUD to be compliant with an international software quality certification standard (SQA, ISO/IEC 25051:2014-based) last December.

MINTIT picked actor Yim Si Wan as the star of the brand campaign. The decision was based on the strategic consideration that his image befits the characteristics of MINTIT as a brand.

An official at MINTIT commented, “Actor Yim Si Wan’s likable and straight-edged image will strike synergy with MINTIT committed to fostering transparent second-hand phone trading practices,” and added, “We are planning not just brand advertisements but also other campaigns to communicate with customers to promote the value of MINTIT and encourage trading of second-hand phones.”

MINTIT launched Korea’s first AI-based used phone trading platform MINTIT ATM in 2019, and broke the record of 1 million used phones annually traded on the platform last year after expanding its market coverage via discount outlets and retail locations of the top 3 mobile carriers across the nation. Starting with the campaign video clip emphasizing the social value of MINTIT by asking viewers to save your wallet, world, and the planet with your phones in sleep mode in 2020, the company released another message, ‘MINTIT your used phone,’ toward the end of the same year to inform customers how easy it is to trade second-hand phones on MINTIT ATMs without hassles expected in other comparable used phone trading services. A campaign video clip that entertainingly described the second-hand phone trading process running inside MINTIT ATM was also released last year. This year’s brand campaign is expected to promote MINTIT’s strengths in personal data cleansing, thus alleviating a potential anxiety of customers towards used phone transactions.

[Photo caption 1] Screenshot capture of movie star Yim Si Wan appearing in MINTIT’s Second-hand Phone Cleansing’ video clip.

[Photo caption 2] Actor Yim Si Wan, MINTIT’s model, and MINTIT ATM, AI-based second-hand phone purchasing platform