"It Was on wavve": Which 'Comeback-Worthy' Content Did IU Recommend?

"It Was on wavve" Campaign Launches with IU
Promoting Korea's Largest Archive of 300,000 Titles

[Asia Economy, reporter Cho Seulgina] "It was on wavve." On June 1, the online video service (OTT) wavve is launching a new advertising campaign featuring IU.

According to Content Wavve, which operates wavve, this campaign was inspired by customers who voluntarily share and recommend content available on the platform. The campaign focuses on promoting wavve's major strength: the largest content archive in Korea, with a collection of 300,000 titles.

The campaign message, "It was on wavve," means that users can find all the content they are looking for on the platform. Content Wavve emphasized, "wavve boasts a rich library, from classic variety shows and dramas to the latest releases." The campaign's TV commercial will air from today across various channels, including TV, digital media, and outdoor advertisements.

Since the end of last year, wavve has run its first campaign featuring exclusive model IU, under the concept of a "24-hour content store," highlighting that users can enjoy their favorite content anytime and anywhere.

As part of the "It was on wavve" campaign, wavve is running a seven-week event where users recommend content based on a designated weekly theme. Those who recommend content fitting each week's new theme will be entered into a draw to win various prizes, including a one-year wavve subscription.

During last week's first theme, "Content You Wish Would Make a Comeback," users recommended classic titles they want to revisit on wavve, such as "Moon Lovers: Scarlet Heart Ryeo," "Infinite Challenge," "High Kick Through the Roof," "Heroes," "Alone in Love," and "Descendants of the Sun."

IU, in the campaign introduction video, recommended "Heroes," her first regular variety show appearance, as her pick for content she hopes will make a comeback.

This week, the platform has opened a corner for "Romance Titles That Can Revive Even Dead Love Cells." In the coming weeks, wavve plans to continue offering a variety of fun and engaging theme-based recommendation events.

Additionally, on wavve's Twitter, an event is being held simultaneously where users are encouraged to recommend their favorite content using the hashtag #ItWasOnWavve.

Bae Joongseop, head of marketing planning at Content Wavve, said, "We were inspired by users who voluntarily recommend content on social media and online communities, and we designed this campaign to share ways to get even more value out of wavve."

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