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1. Campaign Overview: 'Blue Night, Message For Those Who Can't Fall Asleep'
This ad campaign is a product promotion video presented by **BetterRest**, a brand specializing in sleep, and it catches consumers' attention with the title *"Wonyoung's Pick!"*. In particular, by using IVE's Jang Won-young as an advertising model, it draws strong sympathy from the MZ generation, especially women in their teens and 30s.
The expression "Blue Night" symbolizes a night when modern people cannot easily fall asleep, and the emotional approach that considers those who suffer from insomnia or sleep disorders stands out. Advertisements maximize viewers' immersion with sensuous colors, soft music, and Won Young's stable voice, and function as a healing content beyond just product advertisements.
2. WON YOUNG's image and brand message
IVE WON YOUNG is well-known for her innocent yet lively image, and in this commercial, she appears with a clear and pure concept like "night fairy." The word "Pick," which seems to have been chosen by WON YOUNG herself, adds to the feeling of authentic recommendation and is used as a device to increase the reliability of the product.
In particular, the scene where you stare at the camera and say, "It's just my eyes that are wide open." It evokes sympathy from those who suffer from sleeplessness while also being witty, making the atmosphere of the advertisement light and warm. The core message of the brand's "comfortable sleep environment" is conveyed in a natural harmony with Wonyoung's image.
3. Video production: Emotional tone and mood harmony
The video uses blue-colored lights and soft background music to visually experience the time zone of "night." In addition to Won Young's facial expression and voice tone, viewers feel as if they are comforted in a quiet space in the middle of the night.
In addition, Betterrest's products (e.g., sleep aid pillows, sleep patches, etc.) that appear in the middle of the video are not promoted excessively and are naturally placed to deliver information about the products while preventing damage to the brand image. In particular, the scene where Won Young uses the product herself stimulates the desire to purchase by representing the experience from the user's point of view.
4. Marketing strategies and ripple effects
The biggest feature of this campaign is the 'combination of star marketing and empathetic content'. Beyond simply using popular idols as models, it was possible to gain sympathy from more people because it dealt with the universal concern of sleep, and it caused a viral effect by spreading voluntary sharing around SNS.
In addition, the keyword "foolish Wonyoung" is pleasant and memorable, making it a suitable factor for hashtag marketing. In fact, the brand's recognition naturally increased as a parody or short-edited Reels video of the advertisement was shared on platforms such as YouTube, Instagram, and TikTok.
5. Conclusion: Warm sympathy, healing style of advertising
"Wonyoung's Pick!" is a good example of a healing commercial that goes beyond just introducing products and sympathizes with and heals viewers' emotions. The power of the model, Wonyoung, sensuous production, and empathetic storylines have been harmonized to narrow the psychological distance between brands and consumers.
This emotional approach will play a significant role in increasing the brand's favorability and credibility in the long run, as well as its short-term sales effects. Through this campaign, Betterrest laid the groundwork for the company to leap from a simple sleep product brand to a **'lifestyle brand that suggests a healthy sleep culture'.