SsangYong taps into Korea’s unique culture in new ‘Boldly Korean’ campaign via BWM Australia
BWM is showing off some bold new moves in its upcoming campaign for SsangYong.
Launching on 18 May, the campaign carves out a new niche for SsangYong as ‘Boldly Korean,’ tapping into the unique culture, iconic fashion and technological innovation associated with modern South Korea.
The campaign creative focuses on Korean pride by employing visuals with reference to K-pop, Taekwondo and table tennis. New Zealand model Ashleigh Wesseling also makes an appearance. The distinct soundtrack and bold, eye-catching visuals position SsangYong as a premium brand in terms of look, feel and style, ensuring the brand stands out in a crowded market.
Says Brent Jewell, national sales and marketing manager at SsangYong: “BWM understood the need to reposition the Ssangyong brand to ensure that full advantage was being taken of the brand’s Korean heritage.
“Being manufactured in Korea is something that should be celebrated and a statement of pride. Today, ‘made in Korea’ is synonymous with great quality, cutting edge technology and funky hip design. This new campaign will ensure that Ssangyong takes ownership of this valuable space.
“Driving a Ssangyong is a symbol of that pride. This new campaign will appeal to people who are proud to be fashionably different and want a car that reflects their personality.”
The first 30-second TVC will establish SsangYong as a vibrant contemporary brand for people who expect the best and who want a car that will make a bold statement they can be proud of.
Four additional 15-second TVC instalments, introducing the new Stavic, Korando, Actyon and Rexton models, will air in coming months. The campaign will be supported by extensive print, digital and dealership promotion.
Says Rob Belgiovane, executive creative director at BWM: “Leveraging K-pop culture is a bold move for Ssangyong and a fresh approach for any foreign car brand in Australia.”
Ateco has a longstanding relationship with BWM as one of the agency’s founding clients. Since 1998, BWM has successfully delivered campaigns for Kia, Alfa Romeo, Citron and more recently, Lotus, Maserati and now SsangYong.
Client – SsangYong
Dinesh Chinnappa – General Manager for New Ventures
Brent Jewell – National Sales and Marketing Manager
BWM – Creative Agency
Rob Belgiovane – Chief Creative Officer
Thomas Manion – Creative Director
Zac Pritchard – Copywriter
Moensie Rossier – Planning Director
Liz Nunan – Agency Producer
Richard O’Rourke – Board Account Director
Gemma Burcher – Senior Account Manager
Exit Films – Production Company
Pete Moore – Director
Peter Knowles – Production Company Producer
Alex Vivian – Online and offline editor
Method Studios – Grade
7 Comments
Congratulations, you’re Korean.
But who really cares?
I take it Psy wasn’t available?
‘Boldly Korean’. ‘Leveraging K-pop culture’. American Soundtrack.
What is the name of the song from the ad? Please I am dying to find out, as I love it.
Kind Regards
Kieran Gibson
Please let me know the name of the song!!!!
BATTLES ~ Ice Cream
The song is Ice Cream by Battles.
They’ve essentially reshot the 2011 music video for the song, copied the type treatment at the end, and called it an ad.
Watch the ad then watch the music video. It’s the same thing.