Car maker SsangYong is celebrating all things Korean in its new campaign - including K-pop, Taekwondo and table tennis.
The campaign, created by BWM and called 'Boldly Korean', aims to tie in the heritage of the brand's manufacturing.
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. 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.”
BMW is also working on campaigns to introduce the new Stavic, Korando, Actyon and Rexton car models in the coming months.
'Boldly Korean' is running on TV and in print, digital and dealership promotions.
Credits
Client – SsangYong
General manager for new ventures - Dinesh Chinnappa
National sales and marketing manager - Brent Jewell
Creative agency - BWM
Chief creative officer - Rob Belgiovane
Creative director - Thomas Manion
Copywriter - Zac Pritchard
Planning director - Moensie Rossier
Agency producer - Liz Nunan
Production company - Exit Films
Post production - Method Studios
