Pengsoo and Son Na-eun Recommend 'Dongwon Tuna' CF... No.1 YouTube Views

[Asia Economy Reporter Lee Seon-ae] Dongwon F&B's Dongwon Tuna commercial "Open the Can," featuring models Pengsoo and Son Na-eun, has surpassed 20.6 million views on YouTube, ranking first in YouTube views among domestic commercials released this year.

According to Dongwon F&B on the 29th, the Dongwon Tuna commercial "Open the Can," released on the 16th of last month, is a sequel to the "Five Hundred Million Flavors of Great Tuna" commercial released in July last year. It was produced to introduce various tuna recipes that can be easily used at home, targeting the millennial generation who mainly eat alone.

The Dongwon Tuna commercial "Open the Can" has already proven its popularity by being selected in the top 10 of Google's domestic 1st quarter YouTube ad leaderboard announced on the 20th. The commercial surpassed 10 million views on YouTube within 20 days of its release and exceeded 20.6 million views on the 29th, the 45th day since its release. Compared to the second highest cumulative views of a domestic commercial released in early January, its view growth rate is 2.7 times faster. Additionally, combining this with the previous work that caused a sensation by winning the Gold Award in the audio category at the 2019 Korea Advertising Awards and being selected for Google's Asia-Pacific YouTube ad leaderboard, the two Dongwon Tuna commercials have a combined total of 35.45 million views.

According to the advertising industry, the key to the success of the Dongwon Tuna commercials is storytelling using advertising models. The relationship between Dongwon Tuna and Pengsoo is special. Pengsoo, a tuna enthusiast, released a tribute video parodying the Dongwon Tuna commercial "Five Hundred Million Flavors of Great Tuna" on his YouTube channel in September last year. The phrase "Pengsoo, let's only walk the tuna path" is a representative cheer phrase among Pengsoo's fandom, "Peng Club."

Son Na-eun has continued her connection with Dongwon Tuna by appearing in both the "Five Hundred Million Flavors of Great Tuna" and "Open the Can" commercials as the brand's leading lady. Although Son Na-eun is usually known to the public for her quiet and pure image, she showcased a different charm through humorous facial expressions and dance in the Dongwon Tuna commercials.

Another important factor was actively engaging consumers to participate in the commercial production process. In the commercial, Pengsoo and Son Na-eun perform an exciting song and choreography to the repetitive "Open the can! Open the can right away!" Dongwon Tuna song. This "Dongwon Tuna song" was selected as the number one old-school style track among three candidate CM songs pre-released in December last year, through a vote involving over 60,000 netizens. Particularly, the lyrics "I get strength, I get strength, I get strength from eating tuna" were created by actively reflecting consumer opinions, making it even more meaningful.

In addition to the main commercial video, continuously releasing sub-video content to communicate with the fandoms of Pengsoo and Son Na-eun was also a crucial success factor. Before filming the commercial, Dongwon F&B pre-announced the collaboration news through Pengsoo's YouTube channel. Following the main commercial video, they consecutively released making-of videos, choreography guide videos, and unboxing videos, maintaining ongoing communication with Peng Club and Apink's fandom "Panda," thereby increasing brand awareness.

Moreover, the "Together" campaign to prevent warming in Pengsoo's hometown, Antarctica, surpassed 42,000 participants within a month, marking a successful example of eco marketing. Through various planned products such as Pengsoo Tuna 15 types, Pengsoo Tuna gift sets, and Pengsoo eco kits, the brand combined food products with goods marketing, receiving enthusiastic responses from consumers.

A Dongwon F&B representative stated, "This commercial was planned to give Dongwon Tuna a young and fresh image and actively communicate with the millennial generation." He added, "We will continue to develop marketing strategies that consumers can relate to and feel familiar with."

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