Ordinary People's Stories, Sincere Appeals: The Buzz Around 'Gonggi Nori' Marketing

Sidiz, KCC Construction, Hyundai Motor Form Emotional Consensus on Family and Life as Part of Daily Experience

A panel from "Anjeumma Toon," a webtoon about parenting serialized on Instagram by Sidiz in collaboration with webtoon artist "Geurimeda."
[Photo by Sidiz]

[Asia Economy Reporter Kim Jong-hwa] Brand marketing that delves into the real stories of consumers using products, rather than emphasizing the products themselves, is gaining attention.

"Tears from the morning," "Totally relatable," "A moment that tugs at the tip of my nose." These are comments from subscribers on 'Anjeummatoon,' a webtoon recently serialized on Instagram by Sidiz in collaboration with parenting webtoon artist 'Geurimeda.' Although Anjeummatoon was launched to commemorate the release of Sidiz's new baby chair 'Molti,' it does not explain the chair's main functions or features.

Sidiz has separately opened an official kids Instagram account to serialize Anjeummatoon, but rather than brand-centered content, it mainly features mutual support and empathetic communication among novice moms and dads engaged in what might be called 'battle parenting.'

Hyundai Motor Company's advertisement released alongside 'The New Santa Fe' is also receiving positive responses by forming an emotional connection with the millennial generation. The video conveys messages from parents to children or from children to parents, capturing the most universal family love, which resonates deeply.

All four videos?including the teasers 'The Birth of a Mother' and 'I Will Endure Without Faltering,' as well as the two main episodes 'I Hope You Grow Up Without Any Trouble' and 'Let's Meet Often'?appeal to emotional stories rather than the product itself, emphasizing its qualities as a family SUV.

The advertisement for KCC Construction's Switzen, titled 'Clash of Civilizations,' is also a hot topic. Instead of showcasing a magnificent apartment view, the ad depicts a couple constantly arguing over trivial matters. Although the story revolves around very minor everyday issues, many relate to it because it closely mirrors reality. Ultimately, through the couple's journey to 'become a family,' the ad connects the concept of home and, further, the image of the Switzen brand.

A Sidiz representative stated, "The marketing direction conveying the brand's authenticity resonated with artist Geurimeda, resulting in the creation of ‘Anjeummatoon,’ which is both a parenting diary and a record of parental growth." They evaluated that "drawing empathy by using ordinary parts of consumers' lives as material seems to have been effective."