Jung Yong-jin's SNS Buzz, 'SSG Scale' Surpasses 10 Million Views in 10 Days

'Ssukale' Advertising Campaign Planning
Manager Choi Jae-woong, Assistant Manager Choi Su-bin
"Even elementary school students smiled, so I thought this ad would work"
Sales Increased by 21% After Ad Launch

Assistant Manager Choi Jae-woong (right) and Deputy Choi Soo-bin of the Public Relations Branding Team, who planned SSG.com’s new advertising campaign "Sseukale". (Photo by SSG.com)

[Asia Economy Reporter Seungjin Lee] The response to SSG.com’s advertising campaign "Sseukcale," which Vice Chairman Chung Yong-jin of Shinsegae Group posted on his personal social network service (SNS) and became a hot topic, is heating up. Within 10 days of its release, a total of five ads surpassed 10 million views on YouTube.

On the 26th, Choi Jae-woong, Manager of the PR Branding Team at SSG.com, and Assistant Manager Choi Soo-bin, who planned the "Sseukcale" ads, said in an interview with Asia Economy, "Seeing even elementary school students laugh while watching the ads made us think, 'Ah, this ad will definitely succeed.'" Featuring actress Gong Hyo-jin, the ad imagines the behind-the-scenes of the delivery process, offering various humor in a delivery vehicle that stretches 50 meters long.

Just as the word "Sseuk" attracted attention in the past, the new word "Sseukcale" in this ad also drew focus. Manager Choi explained, "We continued the wordplay by combining 'Sseuk (SSG),' which symbolizes SSG.com, with a new word in this campaign as well," adding, "To intuitively express the scale of SSG.com, which offers a wide range of services, we combined 'Sseuk' with 'scale,' meaning size."

"Sseukcale" runs its ads exclusively through SNS platforms like YouTube and Instagram instead of TV broadcasts. Assistant Manager Choi said, "Media consumption patterns are changing across all age groups, so we tried this new approach to align with the trend," and added, "It was a decision made considering the media’s characteristics, which have many millennial and Generation Z users." The strategy aims to capture future main consumers through advertising in advance.

This strategy has also created a fandom. Assistant Manager Choi said, "There was a sharp observation that the hand placing the product changed from male to female in the salmon and beef bone soup episodes," expressing pride that "consumers find the ads entertaining." He continued, "There were many inquiries asking if the scenes with animals were computer graphics because the actor’s performance was so natural," and shared behind-the-scenes, "But the animals were actually filmed on site, and the acting chemistry between the actor and the animals was excellent."

The popularity of "Sseukcale" is also reflected in sales. From the 16th to the 25th, after the campaign started, sales increased by 21% compared to the same period last month. Considering the impact of COVID-19, this is a high sales growth rate, and SSG.com believes that consumer inflow through the "Sseukcale" ads is significant.

The goal for "Sseukcale" this year is to be selected for the YouTube advertising award, the "YouTube Ad Leaderboard." The YouTube Ad Leaderboard is a system that selects the most viewed and loved video ads by consumers among all video ads executed quarterly and annually.

Manager Choi said, "We will successfully wrap up the first half campaign and put more effort into preparing the second half campaign," adding, "We will strive to deliver the message that 'SSG.com provides the best products and services in your daily life.'"

This content was produced with the assistance of AI translation services.