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1. Advertising Overview: The Beginning Point of the 'Easy Living Kurly' Campaign
Market Kurly launched a new brand campaign with the slogan 'Easy Living Kurly' in 2024. The campaign emphasizes that it is a service that goes beyond just a shopping platform to sell goods, and seeks consumers' **easy of life in their daily lives.
The word "easy living" goes beyond just the meaning of buying things easily and contains the perception that life itself is less complicated and relaxed. In order to convey this philosophy naturally to viewers, the brand chose a special model. It is the couple Lee Hyo-ri and Lee Sang-soon, who symbolize "a natural and unadorned life" to many people.
2. Reason for Model Selection: Symbolism of Lee Hyo-ri X Lee Sang-soon Couple
Lee Hyo-ri and Lee Sang-soon are well-known for their simple lives in Jeju. Leaving behind their glamorous entertainment activities, they chose to live with nature and are considered the epitome of "empty" and "a simple life," establishing themselves as the ideal lifestyles of many people.
Market Kurly combines these images of the couple with the message the brand is trying to convey. The mere appearance of Lee Hyo-ri and Lee Sang-soon makes consumers "authentic" to accept messages in advertisements. This is because the couple is not just an advertising model, but a living symbol who personally practices the brand's core values of comfort, trust, and naturalness.
3. Advertising Content: Kurly in Everyday Life
The advertisement chose a very calm, cinematic direction that follows the flow of life. It features a daily life in Jeju, a couple waking up in the morning to drink coffee, take a walk with their pets, and easily order what they need through Market Kurly.
In particular, they choose to show without emphasizing it in advertisements. They do not directly say 'buy this product', but instead naturally show that Market Kurly is 'a lightweight being.' Examples include the scene where Lee Hyo-ri and Lee Sang-soon order on their phones, the scene where fresh ingredients arrive at the front door, and the scene where they cook together at the table.
This production makes consumers accept advertising as a "emotional daily life" rather than a "forced message."
4. Message Interpretation: Emotional Connections with Consumers
"Easy Living Kurly" is not just a marketing phrase. The ad emphasizes that it provides small leeway in busy modern people's lives and saves time and energy to help them focus on more important tasks.
Through the lives of Lee Hyo-ri and Lee Sang-soon, the couple conveys that 'living an easy life' is not just a lazy life, but a life that focuses on more essential things. Through this, consumers have an awareness that they can improve their quality of life through market curls, beyond just shopping experiences of buying things.
5. Brand Strategy Analysis: Luxury vs Authenticity
Market Kurly has been emphasizing premium images (such as fresh food delivery and strict quality control). However, this ad focuses on authenticity and realistic daily life rather than high-end images and reaches the public even more.
This is part of Market Kurly's strategy to extend to customers of various age groups and lifestyles. It also intends to establish itself as a "life-friendly brand" to increase brand loyalty.
6. Conclusion: Impressions and Future Directions of Advertisements
Market Kurly's "Easy Living Kurly" campaign and Lee Hyo-ri X Lee Sang-soon advertising are not just product introductions, but successful examples of emotional delivery of the brand's values and philosophy. Advertisements are creating a positive perception of the brand by simultaneously arousing viewers' envy and empathy that "I want to live like that."
In the future, if Market Kurly maintains this emotional approach and combines service innovation and customer convenience improvement, it will be possible to evolve into a "lifestyle brand" beyond just e-commerce.
