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...

Korean Advertising, Curious About Park Bo-gum's Bed?



1. Advertisement Title and Campaign Overview

Ace Bed's new TV commercial campaign, "ACE in Wonderland," has garnered significant attention. This campaign was designed to convey Ace Bed's core value of "Bed = Science" in a fresh and engaging way. Notably, national actor Park Bo-gum served as the model, and his clear and trustworthy image further enhanced the campaign's impact. The launch episode played a crucial role in heralding the beginning of this unique worldview.

2. The Unique Worldview and Concept of "ACE in Wonderland"

The most striking feature of this commercial is its fantastical world inspired by "Alice in Wonderland." The commercial visually embodies a mystical "world of deep sleep," a world that doesn't exist in reality but that everyone would love to experience at least once. Guided by a 3D rabbit messenger, inspired by the "White Rabbit" from "Alice in Wonderland," the campaign guides modern people struggling to sleep into this world of deep sleep. This rabbit, with its vibrant appearance, captures viewers' attention and piques their curiosity about the advertisement.

3. Core Message: A New Interpretation of Bed Science

Ace Bed has long emphasized its technological prowess and expertise through the slogan "Bed = Science." The "ACE Wonderland of Science" campaign distinguishes itself by translating this unique message into an emotional and immersive experience, rather than simply a functional explanation. By presenting it as if scientific principles were magically enabling a fantastical experience, the campaign emphasizes that a good night's sleep is a special experience and value beyond the simple act of sleeping. The campaign aims to help consumers more intuitively understand the value of Ace Bed's "scientifically sound sleep" and inspire them to experience it for themselves.

4. Visual Direction and Characteristics

The visual quality of the advertisement is exceptional. The combination of fairytale motifs and fantasy direction creates a beautiful, dreamlike image. Surprisingly, most of the scenes in the advertisement were shot on real sets, not computer graphics. This enhanced the visual realism of the video, helping viewers become more immersed in "ACE in Wonderland." Park Bo-gum's fresh and well-fitting outfit also adds to the visual appeal of the commercial, making it a joy to watch.

5. Connection with the New Product "Flora"

This campaign was launched in conjunction with Ace Bed's new product, "Flora." "Flora" aligns with the new worldview of "ACE in Wonderland." Its design features a harmonious blend of elegant curves, three secure buttons, and voluminous cushioning. It creates an atmosphere that feels as if the mysterious world of deep sleep depicted in the commercial has been brought to life, further enhancing the appeal of the product itself. This demonstrates the strategic intent of the advertising campaign, which goes beyond mere image promotion to drive interest and connection with the actual product.

6. Campaign Goals and Expected Effects

An Ace Bed representative stated that this new TV commercial marks the first step in conveying Ace Bed's unique value of "bed = science" in a new way. The ad, which concludes with the logo "ACE, the land of strange science where everyone can sleep well," naturally inspires viewers to want to visit. Oricom, which handled the campaign, stated that its goal was to make consumers intuitively understand the scientific value and experience of deep sleep pursued by Ace Bed and encourage them to experience it for themselves.

This ad went beyond simple product advertising and conveyed the value of deep sleep pursued by Ace Bed through artistic visuals and a compelling story, leaving a lasting impression.