SK Hynix plasters 40+ Times Square billboards with brand campaign: 'Beautiful memories, protected by technology'

SK Hynix, which recently listed on NASDAQ, is drawing attention with a large-scale brand campaign it launched across New York's Times Square.

According to SK Hynix's newsroom Monday, the company simultaneously ran a brand campaign across more than 40 digital billboards in Times Square on Friday to mark the launch of its American Depositary Receipt (ADR) trading on NASDAQ. The campaign rolled out in a sweeping display across the area.

The campaign used a "roadblock" format — a technique in which an advertiser occupies all available display media in a given area during a set time window to maximize visibility and create an exclusive impact. The blitz ran for about an hour across more than 40 major Times Square screens.

SK Hynix described the brand video concept as "a sensory film that draws global attention through the dual meaning of 'memory' — both human recollection and memory chips," adding that it aimed to express "memory semiconductors as the foundation that sustains people's beautiful memories."

An oversized anamorphic billboard displaying vivid three-dimensional motion graphics also drew attention. In the footage, SK Hynix's high-performance AI memory product, High Bandwidth Memory (HBM), appeared to burst out of the screen and float in midair.

SK Hynix said it had "inscribed its brand philosophy — 'beautiful memories, protected by technology' — in the heart of New York," calling the Times Square campaign "an opportunity to announce SK Hynix's NASDAQ ADR listing to global markets while intuitively showing the future that memory, the core driver of the AI era, will create."

On its first day of ADR trading on NASDAQ, SK Hynix closed at $168.01, up 12.76 percent from its offering price of $149.

Meanwhile, SK Hynix's share price on the Kospi fell as much as 9.82 percent intraday Monday to 1.985 million won from the previous session's close of 2.18 million won ($1,450), and was trading around 2 million won at the time of writing.