Marketing Featured Southeast Asia

PH telco Smart’s new ambassador K-pop group BTS an advent of ‘telco war’

Manila, Philippines – Two of Philippines’ telco giants Globe and Smart have been continuously tapping Korean superstars for the past year, and this time the rival has just been taken up a notch. 

On Monday, Smart Communications shocked Filipino fans by unveiling its new ambassador, K-pop group and global superstars BTS across its social media platforms. This comes shortly after telco Globe revealed K-pop girl group Blackpink as its new endorser. 

BTS will be headlining Smart’s campaign this year, ‘Live Smarter, Live with Purpose’.

Smart has been aggressive in the past months roping in Korean entertainment stars as part of their expanding network of brand ambassadors, including 2020 K-drama “Crash Landing On You” stars Hyun Bin and Son Ye-Jin in May and August last year respectively and Korean actor Park Seo-Joon in October last year as well.

Considered to be one of the most influential groups in the K-pop scene, BTS has been known for sending a timely message of comfort and hope to fans everywhere through their music.

Formed in 2010, BTS is composed of an all-boys ensemble Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook, and are best known for their hit songs ‘Mic Drop’, ‘Fake Love’, ‘Blood, Sweat & Tears’ and their English single ‘Dynamite’.

“Aside from their remarkable talent, BTS emerged as the biggest band in the world because of their meaningful and uplifting music that brings hope and encouragement to fans especially in the bleakest of times. It is, therefore, a big honor to welcome BTS to the Smart family so we may inspire more Filipinos to find purpose in everything they do and ultimately live Smarter for a Better World,” said Alfredo S. Panlilio, Smart president and CEO.

“Just like BTS who are able to inspire millions of young people all over the world through their music, Smart Prepaid aims to bring about amazing experiences to the Filipino youth through technology to make life easy, fast, and simple. This way, the young generation is empowered to immerse in their interests and succeed with their pursuits,” said Jane J. Basas, SVP and consumer wireless business head at Smart.

BTS’ campaign with smart is set to be released by the first quarter of the year, centered around the theme of ‘passion with purpose’.

Marketing Featured APAC

Prudential Asia taps K-pop group SuperM in new marketing campaign

Hong Kong – Hong Kong-headquartered life insurance PrudentialAsia has tapped the talents of Korean boy band SuperM in its new marketing campaign to encourage people across Asia to be healthy while maintaining fun.

Formed in 2019 by Korean entertainment group SM Entertainment and records company Capitol Music Group, SuperM is composed of seven members, coming from other groups such as NCT 127 and EXO.

The campaign, called ‘We DO Well Together’, will center around collaboration of Prudential and SuperM in a series of events to motivate people to lead healthier lives and achieve better wellness.

“Prudential and SuperM share a common goal. We want to promote the importance of staying fit and healthy, especially during these times. Together, we want to motivate people to attain wellness in a positive, proactive, and fun way,” said Nic Nicandrou, chief executive of Prudential Asia.

He added, “Prudential goes beyond the provision of protection to offer holistic health and wellness services, helping people prevent and postpone the onset of diseases. We do this through our all-in-one health app Pulse by Prudential, and a comprehensive range of best-in-class solutions and services to help people live well, for longer. This latest campaign focused on health and wellness reflects our continued commitment to putting our customers at the heart of our business.”

Meanwhile, SuperM released a statement, stating that “As the world experiences challenging times due to the pandemic, it is our ambition to spread positive energy and help as many people as possible to achieve not just good physical health, but mental wellbeing as well. We share a common mission with Prudential to help improve people’s wellness and drive optimism in good and bad times. Through ‘We DO Well Together’, we call on everybody to put in the same energy and spirit as ‘We DO’ to achieve our life goals together.”

Platforms Featured Southeast Asia

K-superstar Lee Min Ho to front as Lazada’s first regional ambassador

Singapore – Southeast Asia eCommerce platform Lazada has partnered with one of South Korea’s most popular leading men Lee Min Ho to become the regional face of the brand, ahead of its 11.11 sale.

Prior to the partnership, Lazada’s ambassadorship has been focused on local personalities from key markets. Lee will be the first-ever to represent the whole of Southeast Asia.

Lazada’s Group Chief Marketing Officer Mary Zhou said that the annual 11.11 shopping festival is its most anticipated and biggest one-day sale of the year, and they want to be able to capture the imaginations of their shoppers with a regional ambassador who can positively inspire SEA consumers.

On choosing Lee, Zhou said, “Lee Min Ho’s exuberant, optimistic, and encouraging personality resonates with Lazada shoppers. [He is] reminiscent of Lazada’s spirit and tagline Go Where Your Heart Beats and [the] signature finger-heart gesture.”

Lee gained a massive fan base when he starred in the television series Boys Over Flowers in 2009. Since then, his popularity grew all over Asia, and is now the most followed Korean actor on Facebook, Instagram, Twitter, and Weibo. He most recently appeared in the Netflix-produced The King: Eternal Monarch.

Lee commented, “I’m excited to join the Lazada family for the 11.11 shopping festival as their first regional brand ambassador. Lazada is known across the region for its innovative and customer-focused approach to online shopping, and working with the Lazada team has been a really fun and creative experience so far. I look forward to introducing more fans and friends in Southeast Asia to the lifestyle platform.”

As part of the campaign lineup, Lee will be starring in a TV commercial which will showcase his online shopping routine. Another commercial will also see him joining the brand’s local ambassadors from the Philippines, Malaysia, Thailand, Indonesia, and Vietnam.

Zhou shared that virtually bringing together both Lee Min Ho and the local brand ambassadors is Lazada’s way of connecting the community despite being geographically separated.

“As 2020 comes to a close, Lazada wants to foster a deeper understanding of the power of the commonalities that exist within our diverse community across Southeast Asia, and how we can unite to harness this strength to support each other through challenging times,” she said.