Gosh, a car that doesn’t drive Gen Y around the city. Be all things to every family. Or lure with the prestige of its Euro-marque. No car brand has ever been boldly Asian…
Until now, and BWM has done it with gusto. Even the visuals are bold. The Boldly Korean campaign fits SsangYong into a story of Korean excellence, told in snaphots of its unique culture, next look fashion and forward thinking technology.
“Leveraging K-pop culture is a bold move for Ssangyong and a fresh approach for any foreign car brand in Australia,” Rob Belgiovane, executive creative director at BWM, acknowledged.
The campaign creative allows SsangYong to associate with other famous Korean products: K-pop, Taekwondo and table tennis. And puts SsangYong in premium brand territory with its sleek executional style.
Above all, the ad achieves standout in one of the world’s most overcrowded markets.
Brent Jewell, national sales and marketing manager at SsangYong, said, “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 launched May 18. Four 15 second TVC instalments are to follow in coming months, introducing the new Stavic, Korando, Actyon and Rexton models,
The campaign will be supported by extensive print, digital and dealership promotion.
Ateco is one of BWM’s as founding clients. Since 1998, BWM has created successful campaigns for Kia, Alfa Romeo, Citron and more recently, Lotus, Maserati and now SsangYong.
Creative credits:
Creative agency; BWM
Chief creative officer: Rob Belgiovane
creative director: Thomas Manion
Copywriter: Zac Pritchard
Agency producer: Liz Nunan
Production company: Exit Films
Director: Pete Moore
Producer: Peter Knowles
Post production: Method Studios
