SEOUL, Sept. 13 (Korea Bizwire) — The established practice of a handful of top stars dominating various advertisements is becoming a norm of the past. Instead, the delivery of a model’s genuine quality via advertisements has become a new marketing strategy within the ad industry.
According to industry insiders, there have been an increasing number of new hires involving models who, in reality, have an existing association with particular products or brands.
One prime example is the casting of Seoulhyun of AOA fame for a Nongshim Chapagetti commercial. Seolhyun is widely known as an avid fan of the instant noodles. After landing the lucrative deal as Chapagetti’s model last year, Seolhyun renewed her contract in March and will be filming more advertisements featuring the instant noodles for another two years. In reality, sales of Chapagetti grew sharply after ads with Seolhyun started airing on various media channels.
One ad agency, given the task of coming up with an ad campaign for Sangha Farm products, sought actor Bong Tae-gyu and his family, who had visited the actual farm while filming a variety show that centered around the actor’s experience raising a young child. Meanwhile, Kang Daniel, a member of the boyband Wanna One, was chosen as the model for “The Spring Home,” a bedding company, after Daniel was seen hugging a body pillow on a reality media show.
Such a trend is not unrelated to the rise of social media. As more media platforms allow Internet users to get a better glimpse into the real lives of famous people, actual products loved by well-known celebrities have also been garnering attention.
Nam Yun-jeong, a casting director for Cheil Worldwide, commented that people of the young generation these days monitor the social media websites of their favorite stars in real-time. “By casting famous people as models for the brands they actually use, the products will surely gain extra exposure in their everyday lives,” said Nam.
One prime example is the casting of Seoulhyun of AOA fame for a Nongshim Chapagetti commercial. Seolhyun is widely known as an avid fan of the instant noodles. After landing the lucrative deal as Chapagetti’s model last year, Seolhyun renewed her contract in March and will be filming more advertisements featuring the instant noodles for another two years. (Image courtesy of Nongshim)
M. H. Lee (mhlee@koreabizwire.com)
