Korea’s Top 10 Online Video Ads on YouTube

Published in

AJ Marketing Blog

11 min readJan 23, 2020

Crafting a captivating video ad is an art that goes beyond merely grabbing attention. It’s about evoking emotions and connecting with consumers on a deeper level. When purchasing, people seek more than just possessions; they crave a better future self. Whether it’s the sense of security that comes with buying insurance, the happiness of owning a new house, or the feeling of beauty derived from cosmetics, a great video ad has the power to tap into these desires. Not only does it enhance the performance of marketing campaigns, but it also boosts brand awareness and influences consumers’ purchase decisions, making it an indispensable tool for success.

Korea’s Advertising Market

Picture this: in the bustling landscape of Korea’s digital advertising scene, there exist a staggering 81 professional advertising companies, churning out a staggering 3,000 video ads each year. Brace yourself, because Korea is undoubtedly one of the most fiercely competitive markets in the realm of advertising. In 2022 , Korea spent $13.72 billion USD on advertising. And a $9.22 billion USD was dedicated to digital advertising. It’s a nation where smartphones reign supreme, and guess what? Mobile advertising spending surpassed PC advertising by almost double in 2019!

Now, imagine navigating this cutthroat landscape, where everyone is vying for attention. The secret to standing out lies in understanding the Korean consumers themselves — it’s the magic ingredient that unlocks success in this dynamic realm.

Creative Trends

Korean video ads are different from the ones in the west. A thriving local music and movie industry impacted the Korean market to develop its own unique strategies, specially tailored to local consumers.

Video ads made in Korea tend to capture the products’ history, use Korea’s national identity, use deep sounds, and use plain colors comfortable to eyes. However, it can also be the complete opposite — a catchy song, a funny dance by Korea’s favorite celebrity, and strong images full of vivid colors may also be used. It depends on the target audience and selected distribution channel.

Due to rising popularity of YouTube and social media, recent video ads tend to be tailored to perform online. Some features that are found in many great Korean ads are humor and obscurity.

Ranking Criteria

There are few ways to select the most successful video ads in Korea. First is to refer to Korea’s Advertising Awards. It considers several factors such as creativity, completeness of the work, relevance to the brand, message delivery and social reflection. However, we prefer relying on Google analytics data. It allows us to measure the effectiveness of video ads on YouTube.

Data is King. We feel that in today’s digital world, YouTube is an essential reference point to replicate success and have a positive ROI. YouTube and social media are preferred channels by our clients and they are what our marketing campaigns are all about. Our marketing solution is tailored to make brands go viral. It includes celebrities, influencers, and targeted performance ads.

Our list is based on a ratio between number of paid views and organic views, and the most cost-efficient ads are ranked on top. Ranking is based on 2019 data. We hope this article will be useful to global marketers to gain insight on what online video ads perform well with South Korean consumers.

10. The North Face

Creative Concept: Adventure, Public Installation
YouTube Views: 6,500,000

One standout campaign took place after the 2018 Pyeong Chang Winter Olympics when “long down jackets” became a hot fashion trend. However, The North Face recognized the inconvenience of their heaviness and launched a lighter yet equally warm product called ‘SUPER AIR DOWN.’ Teaming up with creative agency INNORED, they created an exciting campaign to showcase the jacket’s less-than-1kg ‘lightness’ quality.

To make the jacket’s weight tangible, they incorporated drones into the campaign. These drones flew through the air, carrying light substances to demonstrate the Super Air Down’s feather-light nature. The campaign kicked off at Seoul Han River Park, where the jacket playfully teased people enjoying their leisure time. Excitement grew as individuals eagerly ran and jumped, trying to catch the down. Once captured, they delighted in trying on the Super Air Down right then and there.

The results were astounding. The ‘SUPER AIR DOWN Drone Attack’ campaign garnered immediate attention on YouTube and Facebook, captivating viewers with its exciting and surreal story. Within the first week, the campaign amassed over 10 million views on YouTube and over 20 million views across both platforms. Organic sharing skyrocketed, leading to an exponential growth in reach. In less than a week, the grey down jacket, the campaign’s main product, completely sold out, shattering sales records with over 10 billion won in revenue.

The ‘SUPER AIR DOWN Drone Attack’ campaign stands as a prime example of how a clever concept executed with creativity can turn a product into a sensation.

9. Naver Series

Creative Concept: Classic, Elegant
Celebrity/ies: Actress Park Soo-ae
YouTube Views: 3,400,000

Get ready to dive into the captivating world of Naver Series, an extraordinary online platform that’s home to an array of riveting comics and talented content creators. Brace yourselves, because Korea’s very own tech giant, Naver, has gone above and beyond by launching not one, but two incredible platform versions. Feast your eyes on Naver Series, tailor-made for the fabulous Korean consumers, and Webtoon, a global sensation that has taken the world by storm!

But wait, there’s more! In the mind-blowing video above, Naver has dropped an exclusive treat for all you romance and fantasy enthusiasts out there. Get this: Soo-ae, the sensational star, takes center stage as she breathes life into the enchanting web novel, “Remarried Empress”. What makes it truly extraordinary is that these lines are an absolute gem, never before seen in any TV show or commercial. It’s like stepping into uncharted territory, where every word spoken carries the power to transport you to a realm of pure imagination. Naver knows how to keep us on the edge of our seats, and this sneak peek is just a taste of the magic that awaits. So buckle up and get ready to immerse yourself in an experience like no other!

8. G9 E-commerce Platform

Creative Concept: Animation, Humour, Comedy
Celebrity/ies: Comedy animator and YouTuber Jang Bi Ju
YouTube Views: 2,030,000

Say hello to G9, the fresh-faced brand that’s making waves thanks to a power-packed partnership between G-market and E-bay Korea. They’ve set their sights on capturing the explosive online shopping market, and guess what? They’re doing it by giving you an unrivaled customer experience. Trust me, you’re in for a treat!

In the video above, the whole content was 100% produced by YouTube creator Jang Bi Ju. The video told the story of Ahn Ki-wook who received 10 million won-worth of products from a G9 courier. The content was used to spread the word about G9’s promo where those who apply at G9 may win 10 million won.

Let’s talk about what sets G9 apart from the rest. First things first, their platform boasts a sleek and clean design that’ll make your shopping experience a breeze. No more messy layouts or confusing interfaces. Next up, they’ve cracked the code when it comes to pricing. Transparency is the name of the game here, my friends. You’ll never be left scratching your head, wondering about hidden fees or sneaky costs. And here’s the cherry on top — free delivery! Yes, you heard it right. G9 is pulling out all the stops to ensure your purchases arrive at your doorstep without putting a dent in your wallet.

7. Crazy Racing KartRider

Creative Concept: Cover Song, Music Studio
Celebrity/ies: AKMU — Korean sibling duo consisting of Lee Chan-hyuk & Lee Su-hyun
YouTube Views: 2,300,000

Get ready for an adrenaline-pumping gaming experience like no other! Allow me to introduce you to the incredible world of Crazy Racing KartRider, an exhilarating online multiplayer racing game brought to you by none other than Nexon Korea, the powerhouse in the gaming industry. Brace yourself for heart-pounding action and intense competition!

Now, let’s talk about the mind-blowing video that has taken the gaming community by storm. Picture this: the incredibly talented duo, AKMU, decided to bless our ears with a cover song of the game’s official soundtrack. Can you say epic? But here’s the best part — their rendition of the theme song was so extraordinary that it became available for download right inside the KartRider game itself. Talk about next-level collaboration!

This brilliant and simple concept struck a chord with gamers and music lovers alike, garnering over a staggering 2.3 million views on YouTube. It’s like a harmonious blend of virtual racing and soul-stirring melodies coming together to create pure magic. So whether you’re a dedicated KartRider fan or simply someone who appreciates incredible talent, this video is an absolute must-watch.

6. Burger King

Creative Concept: Humour, Comedy
Celebrity/ies: Actor Kim Yeong-cheol
YouTube Views: 5,800,000

Get ready to sink your teeth into a juicy slice of marketing brilliance because Burger King is back, and they’re showing the world why they’re the reigning champions of fast food branding. In Korea, Burger King is under the expert management of the conglomerate Doosan, taking their delectable offerings to new heights.

Now, let’s talk about the mind-blowing video that’s been making waves. Burger King had an ingenious idea — they brought back Kim Yeong-cheol’s iconic line, “Satala,” which first graced our screens in a TV commercial back in 2002. Can you believe it? They revived this legendary catchphrase and unleashed it into the digital world. The result? Pure magic. This online ad spread like wildfire through good old-fashioned word-of-mouth, igniting a frenzy that led to a staggering 10 million in cumulative sales for Burger King. Talk about the power of nostalgia!

But the excitement doesn’t end there! Burger King decided to take things up a notch by launching the Satala Commercial Parody contest. This online commercial has become more than just an ad — it’s a cultural phenomenon that continues to captivate and inspire.

5. Black Desert Mobile

Creative Concept: Rock Song, Music Studio
Celebrity/ies: Ha Hyun-woo from rock band Guckkasten.
YouTube Views: 700,000

Enter the captivating realm of Black Desert Mobile, a mobile video game that’s taking the gaming world by storm, brought to you by the incredible team at Pearl Abyss. But here’s the twist: this isn’t just any run-of-the-mill video campaign. It’s a shining example of how smaller firms and lesser-known brands can achieve remarkable results through the power of creative advertising.

In a stroke of genius, Black Desert Mobile embraced the “cover song” concept, enlisting the talented Ha Hyun-woo to create a mesmerizing cover of the game’s epic soundtrack. Talk about a match made in gaming heaven! This innovative approach captured the hearts of gamers everywhere, solidifying Black Desert Mobile as a force to be reckoned with in the gaming industry.

4. Moonlight Sculptor

Creative Concept: Modern, Inspirational
Celebrity/ies: N/A
YouTube Views: 1,460,000

Prepare to step into a world of imagination and adventure with Moonlight Sculptor, the latest mobile video game sensation brought to you by none other than Kakao Games. Known as Korea’s largest mobile messenger, Kakao Games is expanding its horizons into various industries, including the thrilling realm of gaming.

What sets Moonlight Sculptor apart? It’s based on a wildly popular Korean light novel, transporting players into a rich and captivating storyline. But let’s talk about the mind-blowing video you just witnessed. It took a simple yet ingenious concept, weaving together inspirational clips and enchanting music to entice Korean gamers to pre-register for the game. It’s like a call to embark on a breathtaking journey, a siren song that ignites excitement and curiosity.

Kakao Games knows how to captivate audiences, and Moonlight Sculptor is no exception. It’s a testament to the power of storytelling and the allure of gaming.

3. Dongwon Tuna

Creative Concept: Catchy Song, Funny Dance
Celebrity/ies: Actor Jo Jung-suk, Actress and Apink member Son Na-eun
YouTube Views: 15,200,000

Dive into a world of flavor and fun with Dongwon Tuna, the ultimate canned tuna experience brought to you by the amazing folks at Dongwon Food & Beverage. They’re not just any company — they proudly brand themselves as a purveyor of healthy and wholesome food.

Now, let’s talk about the mind-blowing video that’s about to blow your taste buds away. Picture this: the talented duo of Jo Jung-suk and Son Na-eun take the stage, belting out a catchy tune that’s guaranteed to get stuck in your head. But wait, there’s more! They bust out some killer dance moves, showcasing the pure joy that comes with enjoying Dongwon Tuna. It’s a vibrant explosion of colors and excitement that’s impossible to resist.

This video sends a powerful message — by indulging in Dongwon Tuna, you unlock a world of culinary possibilities. Imagine the convenience of having a variety of mouthwatering tuna dishes all packed into one can. It’s like a culinary adventure waiting to happen, right in the comfort of your own kitchen.

2. Super Cone

Creative Concept: Catchy Song, Funny Dance
Celebrity/ies: Footballer Son Heung-min
YouTube Views: 5,400,000

Taste a sensation that’s out of this world with Super Cone, the ice cream brand that’s taking the market by storm, brought to you by none other than Binggrae, one of Korea’s food industry giants. But wait, there’s more! Brace yourselves for the ultimate collaboration because Super Cone teamed up with none other than South Korean football sensation, Son Heung-min, hailing from the prestigious Premier League Club Tottenham Hotspur. He’s not just an incredible athlete; he’s an icon of South Korean culture.

Now, let’s talk about the jaw-dropping video that’s got everyone talking. The concept was pure genius — they got Son Heung-min to bust a move to a catchy tune, all in the name of promoting this delectable ice cream. It’s like a burst of joy and flavor rolled into one. This video struck a chord with viewers, garnering an astonishing 5.4 million views. It’s no wonder — who can resist the charm of Son Heung-min dancing and the temptation of Super Cone’s delightful treats?

1. Brawl Stars

Creative Concept: Cowboy, Wild West
Celebrity/ies: Actor Lee Byung-hun, and many others
YouTube Views: 11,700,000

Get ready to be blown away by the sensational online video ad that has taken the gaming world by storm, courtesy of Brawl Stars, the epic mobile video game brought to you by the renowned Finnish company Supercell. Brace yourself for a star-studded affair as the incredibly talented Lee Byung-hun takes the lead, accompanied by a cast of other beloved Korean celebrities.

In this thrilling 7-minute video, Byung-hun enters a Western saloon, portraying the role of a daring bounty hunter on a mission to capture a notorious criminal. However, things take an unexpected turn when he finds himself under attack from a range of adversaries, including the formidable Hand Slicer Joe and the legendary Grandpa Over Flowers. It’s a battle of epic proportions that will leave you on the edge of your seat.

This 5-episode campaign has been eagerly anticipated by fans, who couldn’t wait to witness the incredible action and drama unfold. Get ready to immerse yourself in a world where heroes clash and legends are born. Brawl Stars has once again proven its prowess as a leader in the gaming industry, delivering an unforgettable experience that keeps players coming back for more.

Conclusion

We hope you enjoyed reading our list as much as we have enjoyed making it. The provided video ads are really catching and entertaining.

As you can see in the list above, the best video ads on YouTube are mostly from the industries of gaming, food and beverage, and online platforms and apps. However, it does not mean that products from other industries cannot go viral. You only need to select the right channel. For example, Instagram is an amazing fit for fashion and beauty products.

If you are planning to produce an online video ad in Korea for your own brand, feel free to reach out for help. Our company was founded with a goal to open Korea to global brands. We want to share our knowledge with you and to introduce Korean consumers with awesome products from all over the world.

To get more insights on South Korea’s advertising and marketing trends, feel free to check the AJ Marketing Blog.

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