[120611] AdAge Global Mentions 2NE1 in 'Marketing's Next Wave: The K-Pop Star' + Dara's Nikon Ad Success

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[120611] AdAge Global Mentions 2NE1 in ‘Marketing’s Next Wave: The K-Pop Star’ + Dara’s Nikon Ad Success

tazanya - 12th June 2012 - 6 Comments

Not Just Crazy Hair and Sizzling Dance Moves, the ‘Italians of Asia’* Have Powerful Appeal

A pop routine inspired by water filters?

Why not!

It might seem like a stretch outside of Asia, but the gimmick doesn’t raise eyebrows for those familiar with the Korean Wave. South Korea’s stylish entertainment industry, driven by pop music and TV dramas, not only amuses but also serves as a potent and willing vehicle for marketing messages.

Korean girl group Sistar

“For a fan it feels personal,” said Mark Russell, author of “Pop Goes Korea: Behind the Revolution in Movies, Music and Internet Culture.” “The advertising is not selling out, it’s a way to see your celebrity more often.

“It’s viewed as more of a symbiotic relationship, where the fans are giving as much as they’re taking,” he said. “The celebrities really work with the fans in a lot of ways, like making sure there’s lots of shower scenes [in TV dramas]. They call that “fan service.’”

Korean entertainment has outsize influence considering it comes from a country of 49 million people that’s about the size of Indiana. Despite language barriers, the celebrities have passionate followings not only across Asia but even in Western countries, thanks to the internet and social media. Korean cultural exports hit a record $4.2 billion last year, the Financial Times reported.

Some acts are trickling into the U.S. mainstream. The nine-member Girls’ Generation became the first Korean musical group to perform on David Letterman’s show (pictured at right), when they sang an English version of their song “The Boys” in January. And girl group 2NE1 (pronounced “twenny-one”) collaborated with Will.i.am on a song being used in an Intel campaign. Seoul-based agency network Cheil Worldwide will host a session at the Cannes Lions International Festival of Creativity next week on digital marketing opportunities through Korean pop music, with 2NE1 as guest stars.

“Korean stars are usually good at using social media to communicate with their fans. They speak about their personal lives (their family, their pets, etc.) and even post their “no-makeup’ photos,” Kenneth Cho, Cheil’s VP overseeing marketing strategies, told Ad Age by email. “Using these social/digital media, K-pop stars become …very approachable, someone who’s very close to me.”

[unrelated portion omitted]

Pop stars are also frequent brand ambassadors, such as Sandara Park from 2NE1, who promotes, among other things, Nikon cameras. A recent campaign shows Ms. Park and her bandmates horsing around, staging a photo shoot with a hair dryer for a wind machine and using a Nikon Coolpix compact camera. “Our intention was to increase attractiveness as well as purchase decisions,” said Dongkook Kim, brand manager of Nikon Korea. The company said that since Ms. Park’s campaign debuted, Nikon has grown to a firm No. 2 in the market with a 23% share, trailing only Samsung.

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More broadly, Korean entertainment has apparently improved perceptions of “Brand Korea,” which not so long ago was associated with shoddy knockoffs. A 2011 poll of foreign consumers conducted by the Korea Trade-Investment Promotion Agency found that if products from the U.S., Japan or Germany are priced at $100, then Korean products are valued at $76.60. That’s up from $66.30 in 2006.

Ad Age is the leading global source of news, intelligence and conversation for marketing and media communities.

Source: AdAge Global (Full Article)

Thanks to BaddestFemaleCL for the tip

Reuploaded w/ additional sections by tazanya@ygladies.com

*The article refers to Koreans as the Italians of Asia for their expressiveness and fashion-oriented natures?

Tags: Dara

About tazanya

A Blackjack since DAY 1, I am a YGLADIES.COM administrator, writer, a little bit of everything. Contact me at @ygltazanya or anonymously at http://ask.fm/YGLtazanya View all posts by tazanya

Berryl Opinaldo

phew,,, i’m curious on the etude’s sales. keke.. it’s certain that their profit is increasing now. Go DARA L(^___^)% I will cheer on you girls..
http://www.facebook.com/profile.php?id=100000696042145 Najihah Najwa

2ne1 really the best!
Textureclad

lol ”The advertising is not selling out, it’s a way to see your celebrity more often.” No… they know these artists have a lot of fans who will probably blindly buy anything attached to the celebrity. At the end of the day do you think they put the KPop artists in all the advertising just to please the fans? I’m sorry, I love 2NE1, but there needs to be some HONESTY thrown into the mix here. It’s only about the MONEY.
- http://twitter.com/YGLtazanya tazanya ♥ 2NE1 ♠♠♠♠
  
  well many things are about money, but why cant it be about money AND about seeing your celebrity more often, why does it have to be one or the other.
  
  Specifically about endorsements, several of 2ne1′s endorsements I am thinking Adidas in particular but also Nikon and to a lesser extent fila and lollipop phones, aren’t just about money,
  
  the 2ne1 girls favored adidas brand sportswear long long long before they were ever endorsement models for the brand it’s that natural extension that has made is such a good match for the girls. The idea is that even if they weren’t endorsing the product they would wear the brand because they like the brand as evidenced by how they wore it before they were getting paid to endorse it.
  - Tomkel072
    
    Yes it is good for the fans. SURE the fans will look at seeing them in PROMOS a good thing.. but do you THINK that is WHY companies are actually putting the artists in their advertisements? To be nice to fans? Whether or not 2NE1 sported gear BEFORE they officially endorsed anything, doesn’t change the fact that these companies exploit the girls and to HUGE extents their fans. This is not a bash at 2NE1, it’s a bash at the fact that fans are used to that extents they are. Examples… well all you need to do is read the Be Mine mv comments and see how many people said they wanted to buy that laptop just because 2NE1 uses them, or is seen with them.
    - http://twitter.com/YGLtazanya tazanya ♥ 2NE1 ♠♠♠♠
      
      Actually that is one of the reasons, in addition to profits, a company’s net worth also includes its “goodwill” it’s intangible but can have an effect on a companies growth, earnings, profitability etc etc. So yes, it’s important to put someone in advertisements that will NOT ONLY increase bottom-line sales but will also increase the brand recognition and the impression or goodwill of the company.
      
      How is a company exploiting the girls or anyone else by contracting them to advertise their goods, particularly an artists who has already shown they enjoy that companies goods sans payment.
      
      Why is it wrong for fans to buy items they like?
      
      Just becuase a fan says they will buy a laptop doesnt mean they actually will. It also doesn’t mean that when they go to purchase it they won’t find something that fits their needs better.
      
      Moreover, if 2ne1 uses them to make music and especially if CL can manage to use it and she isn’t tech-savvy that is a great reason to look into getting one if you are in the market for a laptop.
      
      Of course there will be some fans who choose to make a purchase solely to feel closer to 2ne1 but that also has value and isn’t on it’s face exploitative. If something makes you feel good and doesn’t hurt anyone, then it should be acceptable even if someone else would not necessarily do it.