CEPOLAB and CUCKOO Rise in "Typhoon Company"... CJ ENM's "New Marketing" Strategy Succeeds

CUCKOO, HIFURS, and IBK Launch "Typhoon Company" Marketing
From Casting Actor Models to Brand Growth Campaigns

CJ ENM's tvN weekend drama "Typhoon Company" is drawing attention in the advertising market. The "growth narrative" within the drama aligns with brand messages, and it is being credited with simultaneously boosting both sales and favorability for sponsoring companies.

On November 11, CJ ENM announced, "'Typhoon Company' recorded a peak viewership rating of 10.9% (based on Nielsen Korea's paid platform data for the Seoul metropolitan area). It also ranked No. 1 in drama buzz for two consecutive weeks, according to content competitiveness analysis firm Good Data Corporation, and entered the Netflix global Top 10 for non-English content for three consecutive weeks."

tvN 'Typhoon Company' poster. Provided by CJ ENM.

"Typhoon Company" centers on the story of Kang Taepoong (played by Lee Junho), a rookie CEO who grows by facing adversity head-on in a collapsed era, and Oh Miseon (played by Kim Minha), a former accountant who transforms into a true professional. The drama delivers messages of challenge, solidarity, and growth for young people navigating uncertain times.

CJ ENM leveraged the drama's themes of "growth" and "mutual prosperity" to design its advertising and sponsorship models. Rather than simple product placement, the strategy combines brand identity with the drama's message to create a synergistic effect. Cosmetic brand CEPOLAB selected actress Kim Minha as its model and introduced "real-time subtitle advertising," which simultaneously displays brand slogans and promotions on the broadcast screen. This advertising solution, pioneered by CJ ENM, led CEPOLAB to achieve sales far exceeding its targets in a special event on CJ OnStyle.

CUCKOO capitalized on the advantage of exclusive model Lee Junho starring in the drama by running virtual ads for its ice water purifier. Analysts say the responsible and sincere image of the "Kang Taepoong" character in the show helped strengthen brand trust.

Office furniture brand HIFURS is running a "Growing Together" brand campaign in line with the "Typhoon Company" concept. CJ ENM utilized artificial intelligence (AI) to select "brands that will grow like a typhoon" and produced customized ads tailored to scenes in the drama.

IBK Bank is conducting a "Gathering Support for Korea" campaign themed around the "typhoon spirit." For every 10,000 support messages, the bank donates 10 million won in childcare support, up to a maximum of 100,000 messages. The number of comments has already surpassed 40,000.

These brand advertisements, which resonate with the drama's growth story, not only maintain the show's immersive quality but also extend its message into real-life narratives, attracting significant attention. A CJ ENM representative explained, "Advertisers who wanted to share in the spirit of growth, just like the message of the drama, showed great interest, and the actual advertising effects have been outstanding, resulting in very positive feedback."

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