PRIMROSE Nahyun AD, Starbucks FIZZIO

1. Advertisement Overview and Campaign Background The advertisement campaign using Starbucks' RTD (Ready-to-Drink) beverage, Fizzio, and model PRIMROSE Nahyun is a marketing strategy targeting young consumers. Fizzio is a refreshing carbonated beverage that was released especially for the summer season. PRIMROSE Nahyun is a popular influencer and model among the MZ generation, and her fresh and trendy image fits well with the concept of Fizzio. This advertisement emphasizes Fizzio's carbonation and fruit flavor with the main message of "refreshing" and "energy." In particular, it was exposed as short and intense video content through social media and TV commercials, and was also spread online through the hashtag campaign (#Fizzio_refreshing). 2. Target Analysis: MZ Generation Strategy The main target of this advertisement is the MZ generation in their 20s and 30s, who are active on SNS and sensitive to trends. PRIMROSE Nahyun's casting was appropriate be...

Samsung Windless Combo, now I live with Bespoke AI. Kim Yu-na

Hello, this is Korea advertising.

Samsung Electronics' premium home appliance lineup, **Bespoke AI-windless Combo**, has been receiving significant attention through its advertising campaign modeled on Kim Yu-na starting in 2024. The ad sets a 'new standard of windlessness' and highlights technologies that meet various consumer needs, such as AI features, design, and comfort. Below is a description of the advertisement with less than 2,000 characters by major subheadings.



1. "To You Who Was Unconvenient with Air-Conditioning" – Evolution of Windless Technology

The phrase, which begins with Kim's appearance, draws sympathy. As many people felt uncomfortable with the direct wind from existing air conditioners, the concept of "windless" gives a differentiated message in itself. Samsung's windless technology does not directly come from the air conditioner, but distributes the air through thousands of fine holes to cool the space. It is suitable for families, especially with children and the elderly, while keeping cool, but removing the discomfort of the cold wind that directly touches the skin. Kim conveys this in an elegant and calm tone, adding to the premium image of the product.

2. "AI comfort in learning by itself" – AI custom cooling system

The second subtitle highlights the "Bespoke AI" technology. In the ad, Kim Yu-na introduces a cooling system that seems to recognize space and circumstances, and features the AI automatically adjusting the cooling mode by analyzing user patterns, locations, and indoor and outdoor temperatures. The message is that home appliances also provide customized services to users in line with the era of smart homes. In particular, it is emphasized that precise control is possible, such as linking with outdoor units in the summer, detecting window opening and closing, and reflecting user preferences. Kim Yu-na's unique reliable image adds persuasive power to this technology.

3. "Design to Complete Space" – Custom Interior and Harmony

Design selection, which is the core of the Bespoke lineup, is also indispensable. The advertisement shows the design of the wind-free air conditioner that matches a neat and sophisticated interior space, and emphasizes its function as a "part of space" rather than just a home appliance. With many colors and finishes available for consumers to choose from, they can create harmony depending on the interior style. With scenes of Kim moving naturally like skating, the design visually conveys the feeling of permeating into daily life. This means that it also provides "emotional satisfaction" to high-end consumers.

4. "Smart Systems Conscious of Energy Saving" – Sustainability and Power Saving Features

The latter part of the commercial highlights the ability to reduce electricity bills through "smart inverters" and AI power-saving technologies. The ability to reduce energy waste is emphasized by increasing cooling efficiency while also recognizing unused spaces by oneself. This part reflects the needs of modern consumers who are highly interested in eco-friendly technologies. In this part, Kim Yu-na conveys an image that relieves the burden on consumers by sending a message, "Now, there is no need to worry about wind or electricity bills."

5. "Like Yu-na, quietly. But strongly." - Synergy with brand message

The message throughout the commercial is "strong but quiet and elegant cooling." This creates a strong synergy between Kim Yu-na's image and the characteristics of the wind-free air conditioner. Her elegant movement, quiet but firm inner strength, resembles the impression the product gives, leaving a deep impression on consumers. As such, Kim Yu-na's appointment as a model goes beyond simple star marketing and can be seen as a strategy to establish an emotional connection with the brand philosophy.

conclusion

Samsung's wind-free combo ad is a premium campaign designed to go beyond just promoting products, and comprehensively cover technology and design, user experience, and brand image. The model, Kim Yu-na, highlights her trust and luxury, and emphasizes her position as a future-oriented home appliance that combines AI and wind-free technology. The ad is not just a summer home appliance ad, but rather a symbolic content that contains Samsung's home appliance philosophy and consumer-oriented technology evolution.