SEOUL, Dec. 18 (Korea Bizwire) – A YouTube advertisement featuring the heartwarming tale of an excavator turned beloved pet has taken the online world by storm. Titled “My Ground Puppy Daebali,” the video ad was released by the construction equipment brand Develon, a subsidiary of HD Hyundai Infracore, in September.
The video, a captivating human faux documentary, chronicles the story of a rural village chief who affectionately compares his excavator, Daebali, to a cherished member of the family, drawing parallels with a cow.
Crafted in collaboration with Dolphiners Films, renowned for their original, story-driven advertising, the video has garnered over 9.7 million views on YouTube within three months of its release.
The narrative unfolds as Daebali undergoes growth and development after being separated from the village foreman to undergo training for construction site work. The audience is treated to an intimate portrayal of Daebali’s daily life, featuring scenes of the excavator feeding in the barn, plowing the field, and even a reprimand from the village chief for allegedly mistreating a friend.
What makes this advertisement stand out is its departure from the conventional business-to-business (B2B) sales approach prevalent in the construction machinery industry. HD Hyundai Infracore has opted for a public-friendly brand strategy, a rarity in the sector.
The success of this unconventional approach was underscored when Develon received the prestigious Excellence Award (Minister of Trade, Industry, and Energy Award) at the 25th Korea Brand Awards Ceremony, hosted by the Ministry of Trade, Industry, and Energy on December 13.
The Korea Brand Awards, with nearly 25 years of history as the sole government-sponsored brand awards in Korea, honor companies and organizations that have demonstrated superior industrial competitiveness through creative and advanced brand management.
Notably, HD Hyundai Infracore celebrated this remarkable achievement, highlighting the significance of a relatively new brand securing a Korea Brand Award within its first year of existence.
The company attributed Develon’s success to its exceptional performance in the realm of ‘people’s perception,’ a pivotal judging criterion. Going forward, the brand strategy will be showcased as an exemplary brand management case by the Industrial Policy Research Institute, serving as a benchmark for other brands, offering management training content for related organizations. The branding strategy is also expected to be featured in academic journals.
Kevin Lee (kevinlee@koreabizwire.com)
