It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

Shinhan Bank Advertisement, Jang Do-yeon Thank you so much

Hello, this is Korea advertising.

1. Campaign Overview: “Addiction, Order Three Times and Get 10,000 Won”

Shinhan Bank’s food delivery platform, Ddaenggyeoyo, used the unique slogan **“Addiction, Order Three Times and Get 10,000 Won”** to attract consumers’ attention and encourage repeat use through this advertising campaign. This campaign used comedian Jang Do-yeon as a model to wittily and humorously express the addictive food delivery service. The phrase sounds like a warning to users, “Be careful, you may get addicted if you use it!”, but at the same time, it contains a strong promotional message, “Order three times and get 10,000 Won back,” which grabs attention.

2. Model Selection and Brand Image: Jang Do-yeon Effect

Jang Do-yeon is a person who is very popular with the public for her cheerful talk and sophisticated image. Shinhan Bank successfully used her image and humor code to break away from the rigid image of existing financial platforms and approach the younger generation and the 2030 generation in a friendly way. Jang Do-yeon's unique, witty yet realistic dialogue and exaggerated expressions comically interpret the somewhat strong word 'addiction', thereby reducing the sense of rejection and increasing immersion.




3. Promotion Strategy: 10,000 Won Reward for 3 Orders

The core benefit of this campaign is the clear and practical reward structure of **"Receive 10,000 Won for 3 Orders"**. This is analyzed as a strategy to increase the reuse rate of not only new subscribers but also existing users. In particular, by setting a relatively low entry barrier of 'three times', it encourages users to start without burden. In order to compete with existing delivery apps, a two-step marketing strategy of price benefits + repetition inducement was applied.

4. Advertisement Composition and Video Expression Techniques

The advertisement video consists of short and intense 15 to 30 seconds, and is designed to be remembered for a long time with addictive background music and repetitive dialogue patterns. For example, the scene where Jang Do-yeon cheerfully describes the situation of repeat orders by saying, “I’m going crazy~ I ordered again~ Isn’t this addictive?” acts as an addictive hooking scene. The color tone of the video is warm and casual, and the food images are also clearly highlighted, which visually stimulates the appetite.

5. Reverse marketing using the keyword addiction

‘Addiction’ is generally a word with a strong negative connotation, but the advertisement for Ddanggyeoyo uses it as a tool of reverse marketing. The warning, “Be careful, you might get addicted!” rather acts as a fun element and arouses curiosity. It contains the meaning of “It’s so delicious that I keep coming back for it,” and it is naturally accepted because it matches the consumption pattern of reality. It is a key point that creates a strong impression and memory effect by intertwining with humor codes.

6. Brand differentiation strategy: Ddanggyeoyo vs. delivery platform

Currently, major platforms such as Baedal Minjok and Yogiyo are established in the market. Compared to these, ‘Danggyeoyo’ is a relatively latecomer, so Shinhan Bank is trying to differentiate itself with financial linkage benefits and novel advertising strategies rather than simple price competition. Danggyeoyo has strengths in integrating financial-based services such as point benefits when linking bank accounts, promotions linked with Shinhan Card, and payment management functions after ordering. Through advertising, it suggests that these functions can be naturally incorporated as a ‘part of life.’

7. Target audience analysis and response

This advertisement targets office workers in their late 20s and 30s, households of 12, and the MZ generation who frequently deliver. In fact, meme content that reprocesses humor with the hashtag ‘addictionism’ is being created mainly on SNS such as YouTube and Instagram, and spontaneous virality is taking place. Another characteristic is that Jang Do-yeon’s fan base and comedy program viewers overlap, so the advertisement itself is consumed as content.

8. Comprehensive Evaluation: Successful Humor Branding

The advertisement did not simply promote the product or service, but also succeeded in humorously imprinting the brand’s identity. The provocative slogan “Addiction,” Jang Do-yeon’s natural acting, short and impactful composition, and repeated promotion combined to create a structure in which the advertisement itself is consumed as content. It is analyzed that it will have a positive effect not only on increasing short-term downloads but also on forming long-term brand loyalty.