.jpg)
Key Summary of the Advertising Campaign
Binggrae's "Acaféla," a collaboration with the band DAY6, launched the "Acaféla All Day" campaign, which was directly inspired by lyrics from DAY6's songs. The campaign emphasized that Acaféla is a beverage that can be enjoyed anytime, anywhere in everyday life, and focused on increasing brand and product affinity by showcasing DAY6's friendly image to fans. Specifically, the image of the DAY6 members enjoying Acaféla for a week conveys the message that the product can be more than just a beverage; it can become a daily companion.
The Synergy of DAY6's Selection as the Model
DAY6's selection as the Acaféla model was quite unique. The lyrics of DAY6's song "Freaky Monday," released in July, included the line, "From Monday to Sunday, Acaféla all day." Such direct mentions of the brand leave a strong impression on consumers and serve as a powerful link that maximizes advertising effectiveness. This chance yet fateful encounter provided consumers with a fresh and fun experience, significantly contributing to the natural intimacy with the Acaféla brand. The fact that DAY6's group name itself means "six days" also perfectly aligned with the campaign concept, creating marketing synergy.
Composition and Characteristics of the Commercial
The "With Acaféla All Day" campaign video captures the members of DAY6 enjoying Acaféla in their different daily lives over six days. The format, which unfolds each day of the week with Acaféla, shows viewers how Acaféla naturally integrates into their daily lives. This intuitively conveys the message of the commercial song, "Let's spend every day with Acaféla," and is an effective way to visually demonstrate the product's close connection to consumers' daily lives. The video, with its natural acting and cheerful atmosphere, garnered positive responses from fans and the general public.
Message and Effect of the Commercial
This campaign effectively conveys Acaféla's core message: "Coffee that can be enjoyed anytime, anywhere." By depicting Acaféla as a constant companion in the diverse daily lives of the DAY6 members, the campaign emphasizes that Acaféla can be needed at any moment, whether it's a busy morning commute, a leisurely weekend afternoon, or a moment immersed in work. This highlights Acaféla's accessibility and convenience, giving consumers a reason to consume the product in a variety of situations. Furthermore, DAY6's bright and healthy image infused the Acaféla brand with positive energy, successfully appealing to consumers across a wide range of age groups, not just young people.
Marketing Strategy Success Factors
The success of this advertising campaign was based on several factors.
First, the campaign achieved high buzz through a unique and powerful connection: "direct lyric references," rather than product placement.
Second, by collaborating with the popular band DAY6, the campaign effectively leveraged their fandom to deliver the advertising message.
Third, by translating the "all-day" message into a specific concept of "daily routine," consumers were able to easily connect with the product and connect it to their daily lives.
Fourth, we increased brand awareness and strengthened the product's friendly image through sensational visuals and addictive commercial songs.
I believe these strategies contributed to Acaféla solidifying its unique position in the coffee market.