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...

Actor Lee Do-hyun's Encar commercial, "The End of Selling My Car"

Advertisement Overview and First Impressions

Encar's 15-second commercial, "The End of Selling My Car," featuring actor Lee Do-hyun, is a short but impactful piece of content. In this commercial, Lee Do-hyun greets viewers with a sophisticated image and friendly smile, naturally promoting Encar's used car sales service. A fast-paced and concise narrative was used to effectively deliver the brand message within the limited 15-second timeframe. The catchphrase, "The End of Selling My Car," immediately conveys the service's core value: solving the hassle of used car sales. Lee Do-hyun's casual yet trustworthy appearance plays a significant role in enhancing the brand image.

Lee Do-hyun's Casting Effect and Performance Analysis

Lee Do-hyun has recently emerged as a prominent actor in various productions, gaining significant influence among those in their 20s and 30s. His appearance resonates with younger consumers while adding a sense of familiarity to the somewhat serious topic of used car trading. In the commercial, Lee Do-hyun's natural facial expressions and steady voice earn viewers' trust. The smile that appears in the second half of the commercial, in particular, symbolically expresses confidence in the service, and the confident tone of the phrase, "The end of selling my car," reinforces the message that the commercial will solve the consumer's problems. Despite its short 15-second runtime, his charisma and acting prowess serve as the central axis that drives the entire commercial.

Video Composition and Visual Element Analysis

This commercial features extremely tight editing. The opening captures the viewer's attention with a close-up shot of Lee Do-hyun, followed by a visual presentation of the Encar service's key features. Smartphone interface animation is effectively used to convey the simplicity of the used car sales process, and bright, refreshing colors set the overall tone. The rhythmic transition between Lee Do-hyun's scenes and the service explanation scenes ensures that the 15-second video feels timely. Key phrases are highlighted in subtitles at the bottom of the screen for enhanced visual comprehension, and the commercial ends with the Encar logo reaffirming the advertising message.


Advertising Message and Appeal Strategy

The slogan, "The end of selling my car," encapsulates the core message of this commercial. This strategy emphasizes the service's ability to instantly resolve the hassle, time-consuming, and expensive issues that can arise during the used car sales process. Lee Do-hyun serves as a reliable messenger delivering this message, highlighting the service's advantages through acting that alludes to keywords like "simple," "fast," and "reasonably." The ad efficiently identifies consumer pain points and offers solutions within 15 seconds. The emotional connection is particularly notable, as it approaches the audience with a tone that empathizes with the frustrations of consumers facing the challenges of selling their used cars.

Sound Effects and Background Music Analysis

This 15-second commercial uses upbeat, modern background music to emphasize the service's speed and ease. The music begins with energetic electronic sounds, softens slightly as Lee Do-hyun delivers his message, and then builds again in intensity at the climax, creating a dynamic composition. The sound effects are precisely synchronized to each visual transition, creating a sense of rhythm. Lee Do-hyun's voice is cleanly mixed, blending with the background music while remaining clearly audible. The ad effectively employs sound effects to stimulate the viewer's senses and create a memorable experience within a short timeframe.


Target Audience and Market Impact Analysis

This ad primarily targets those in their late 20s to early 40s considering used car sales. The casting of Lee Do-hyun appears to be a strategic move to connect with the MZ generation, targeting younger consumers in the used car market. The 15-second length was chosen to accommodate rapid mobile consumption, making it ideal for social media and digital platforms. The intuitive message, "The end of selling your car," is ideal for increasing brand awareness even in a short exposure period. This ad effectively emphasizes Encar's unique service points compared to competitors while conveying them without being overly complex. Lee Do-hyun's appearance can be considered a successful marketing strategy, enhancing both brand trust and familiarity.