SsangYong uses K-Pop to celebrate its Korean roots in new campaign from BWM
SsangYong is tapping into its Korean origins in a new campaign which aims to celebrate the car’s origin and tap into national pride.
‘Boldly Korean’, created by BWM, aims to tap into the culture, fashion and technological innovation associated with modern South Korea with the ad references K-pop, Taekwondo and table tennis in an effort to focus on Korean pride.
Brent Jewell, national sales and marketing manager at SsangYong, said: “BWM understood the need to reposition the Ssangyong brand to ensure that full advantage was being taken of the brand’s Korean heritage.
“Being manufactured in Korea is something that should be celebrated and a statement of pride. Today, ‘made in Korea’ is synonymous with great quality, cutting edge technology and funky hip design. This new campaign will ensure that Ssangyong takes ownership of this valuable space. Driving a Ssangyong is a symbol of that pride.
“This new campaign will appeal to people who are proud to be fashionably different and want a car that reflects their personality.”
Rolling out on TV on May 21, the 30-second commercial will be supported by four additional 15-second spots introducing the new Stavic, Korando, Actyon and Rexton models.
The campaign will be supported by extensive print, digital and dealership promotion.
Rob Belgiovane, executive creative director at BWM, said: “Leveraging K-pop culture is a bold move for Ssangyong and a fresh approach for any foreign car brand in Australia.”
Credits:
- Client – SsangYong
- Dinesh Chinnappa – General Manager for New Ventures
- Brent Jewell – National Sales and Marketing Manager
- BWM – Creative Agency
- Rob Belgiovane – Chief Creative Officer
- Thomas Manion – Creative Director
- Zac Pritchard – Copy Writer
- Moensie Rossier – Planning Director
- Liz Nunan – Agency Producer
- Richard O’Rourke – Board Account Director
- Gemma Burcher – Senior Account Manager
- Production
- Exit Films – Production Company
- Pete Moore – Director
- Peter Knowles – Production Company Producer
- Method Studios – Post Production
Linkedin
We leverage Korean music culture through the use of a song by an American band in the TVC.
Go home marketing, you’re drunk.
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“Leveraging K-pop culture is a bold move for Ssangyong…” Hopefully it works a lot better than ten or so years ago when they brought out a huge, ugly 4WD wagon in Australia called Musso which sold so poorly it was transferred to Daewoo which promptly went broke as a result.
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Wow a car ad that actually has an idea rather than a crappy attempt to drive us all nuts with a catch phrase… You bought a what?
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Boost for sustainability. BWM’s one idea ever can work for so many brands.
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A pity he wasn’t the client when we pitched for Ssangyong when they first came to Australia. We presented a similar strategy with bold creative around the “defy the label” be proud to drive a Ssangyong knowing you have a great product at a fraction of the price (this was developed prior to the Great Wall and other brands) We positioned the Rexton right up against European cars with fashion cues some amazing Art Director by Bobbi Gassy when he was working with us. Accept we encountered an out of date client who didn’t believe women were a key target audience for SUVs in Australia! No instead he wanted to preach to the converted and target blokes, even though the engine was at the time 2.5 litres in Petrol. Well done BWM just infuriates me when you have been involved in a long pitch process with great work years ago to then see clients actually go ahead with a bold positioning.
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