Music, Art, Luxury, Fashion and…Whisky.
Before I was broke up with my ex two years ago, I had no interest in Korean idols. Even in Japan, China, and South Korea, the popularity of Korean idols is much higher than in the other two Asian countries. I approve of their strengths as an idol, but I think they’re all too sissy for me…Until I knew Song Min-ho through the Korean variety, show that I refreshed my understanding of Korean idols.
Song Min-ho is a member of the idol group WINNER and is the group’s rapper.
If I introduce him like this, you must think that he is probably as common as many Korean idols. But his appeal goes beyond being a typical idol. In addition to writing lyrics for his songs, he is also a qualified artist. His painting was even exhibited at THE ARX exhibition in London. He also became the first South Korean idol to be invited to Paris by Virgil Abloh, the designer of Louis Vuitton. Well, he looks a little different, doesn’t he?
Glenfiddich Whisky recently launched their new Digital Campaign and collaborated with artist Song Min-ho by using digital video interviews for publicity. They will launch 63 packages for three Glenfiddich Whisky sets in a pop-up store in Seoul on February 10, 21 packages for each set. Three different sets contain Glenfiddich 21 with a T-shirt, a camping chair, or a Bluetooth headset. Song Min-ho designs all three products.
Honestly, I love Glenfiddich’s campaign through Song Min-ho’s four keywords, music, art, luxury, fashion, as a starting point. It attracts customers’ attention and makes them find that whatever part of Song Min-ho’s life is closely related to Glenfiddich Whisky. Song Min-ho’s fans, who do not know Glenfiddich Whisky, will start buying them to support their idol’s cause. At the same time, the three selected products also have great features, which resonate with fans. The T-shirt is a nod to Song’s fashion sense, and aesthetic, the camping chair is because of his recent obsession with camping, and the Bluetooth headset, of course, is for enjoying his music.
Glenfiddich used three video interviews to gradually let customers know about their unique products through digital campaigns. The three videos feature t-shirts, camping chairs, and Bluetooth headphones. In addition to interviewing Song about how to inspire the creation of these products, Song also explained the origin and characteristics of Glenfiddich Whisky to everyone through these questions. It not only allows fans to know more about their idol but, most importantly, lets them know more about the product itself.
Although the digital campaign for Glenfiddich Whisky is only available in Korea, I also bought a bottle of Glenfiddich 21to share with my friends at the party in the future. I hope it’s a good experience. As for background music… Song Min-ho’s new song, of course.
