MANILA, PHILIPPINES–Korean celebrities have been most endeared to Filipino fans. Their cult following has them sought-after by brands both local and international and for the first time, a Filipino telecoms company has tapped into not one, but two Korean superstars to renew their position in the lives of Filipino media consumers.
Son Ye-jin and Hyun Bin –also known as #BinJin, are the latest faces of Smart Communications, Inc. The Crash Landing on You (CLOY) stars have stirred the Filipino fandom online with their “Simple, Smart ako” adverts, especially when they say the tagline in Tagalog.
The Brief
Grey Philippines initially released an ad material starring Hyun Bin months prior to Son Ye Jin’s spot which was received well online. From this, it was a no-brainer that his CLOY leading actress would follow eventually.
“The agency felt that a follow-up material that will feature someone else besides Son Ye Jin would be a letdown – it was therefore inevitable,” said Grey’s President John Lucas in an interview.
Lucas added that the actress embodies Smart’s Signature’s line: Make your Mark and if there’s someone who is making her signature in her field, it was no less than Ye Jin.
“The task was to come up with a material for Smart’s post-paid brand which is Smart Signature. Given the image that the brand has been projecting since its launch, Son Ye Jin turned out to be the perfect new face and personality.”
“Client was on the same wavelength as Agency because as we were pushing for it, they were already beginning negotiations with Son Ye Jin’s management. So we were certain that it would happen.”
The Challenge
Executing the brand promise to help driven individuals achieve more through Smart’s services was no easy task. Between the lockdown restrictions and language barriers, Grey had to coordinate a remote production without compromising the result.
“The challenges were pretty much the same as when the Hyun Bin material was being done. No person to person meetings, and a shoot supervised through a zoom call. Things went smoothly because we already got to “practice” when we shot the first one.”
However, Lucas expressed that the technical aspect of production was not the only challenge.
“The bigger challenge was how to keep it a secret. BinJin (Bin and Ye Jin) fans are very passionate and resourceful. Some of them who lived in Korea somehow knew that a shoot was happening. Since it was in a location that was near where Hyun Bin was filmed, they immediately assumed that it was Son Ye jin. The “detective” work they did to put things together was quite impressive. They even made their own edits putting both ads together.”
The Result
While K-dramas have been first introduced in the television screens, it is undeniable that the rise of content streaming has powered the Korean wave in the Philippines. This connection is what the agency anchored on to strengthen the campaign.
“The streaming platforms provided by Smart to its subscribers have further increased the Koreanovelas popularity. Especially now when the lockdown has given fans more time to binge watch, the South Korean stars have been deeply embedded into Philippine pop culture. To say that the Pinoy is in love with them would be an understatement.”
“The reactions to both Hyun Bin and Son Ye Jin campaigns have been positive. The mileage that fans have added online is nothing short of amazing.”
CREDITS:
Client: Smart Communications, Inc.
PLDT Chairman and CEO: Manuel V. Pangilinan
Smart President and CEO and PLDT
Chief Revenue Officer: Alfredo S. Panlilio
SVP and Head, Consumer Business: Jane J. Basas
Head of Corporate Marketing & Strategy, Consumer Business: Lloyd Manaloto
Head of Postpaid Marketing, Consumer Business: Shing Dimagiba
Head of Marketing Services Operations, Consumer Business: Mon Samarista
Senior Manager, Influencer & Endorser Engagement: Camille Mamangon
Brand Supervisor: Alyssa Chuidian
Manager, A&P, Logistics & Agency: Weng Delos Santos
Agency: Grey Manila
Chief Executive Officer: John Lucas
SVP Accounts: Meldy Warren
Group Account Director: Katya Gozo
Senior Account Manager: Miguel Cordero
Chief Creative Officer: Eugene Demata
Deputy Executive Creative Director: Marci Reyes
Senior Art Director: Paik Abanilla
Art Directors: Kata Alamon and JV Valmoja
Copywriters: Marci Reyes and Marrinel Poblete
Chief Strategy Officer: Agnes Martinez
Strategist: Cristina Flores
PlanB Production Agency
Broadcast Producer: Janet B. Liong, Joy Barbara, Cherry Bacani
UxS Inc.
President & CEO: Madonna Tarrayo
Executive Producer: Ruth Colacion
Museum Contents
Director: Park Kwan Ik
President & CEO: Choi Hee Kang
Executive Producer: Monica Chang
Producer: Katie Kim
DOP: Han Bit
First AD: Dong-Hwan Kim
Post House: 361
Sound Design Music: Jasper Perez
Sound Engineer: Pope Paredes
KV Shoot Photographer: Yeongjun Kim
Print Producer: Monica Chang
