[Asia Economy Reporter Suyeon Woo] Recently, PPL (product placement) marketing using popular dramas has been increasing in the imported car market, drawing attention. This method involves sponsoring vehicles that match the nature of the drama and each character, naturally exposing the products.
In the tvN drama "Youth Record," which ended on the 27th, the German car brand BMW conducted PPL by selecting vehicles that fit each character and situation. Among them, the BMW 2 Series Gran Coupe driven by the main character Park Bo-gum stands out.
In the drama, the protagonist Sa Hye-jun (played by Park Bo-gum) is portrayed as a young man who succeeds in transitioning from a model to an actor and pursues his dreams, with a strong interest in cars. A scene shows the protagonist purchasing a BMW 2 Series Gran Coupe as his first car after achieving success. The coupe-style sedan BMW 2 Series Gran Coupe is gaining popularity among young consumers for its practical yet stylish design.
Other characters, Won Hae-hyo (played by Byun Woo-seok) and his sister Won Hae-na (played by Jo Yoo-jung), are matched with striking and high-end vehicles fitting their background of growing up in a wealthy family. Won Hae-hyo appears driving a bold red roadster BMW Z4 in "San Francisco Red," while Won Hae-na drives the New 3 Series in Formatio Blue and the X2 in Galvanic Gold.
The drama Youth Record is a coming-of-age story set in the modeling world, depicting the process of becoming a star. It was actor Park Bo-gum’s last work before his military enlistment in August. The drama was simultaneously broadcast in 190 countries worldwide via Netflix and ended on the 27th with the highest ratings in its time slot and its personal best viewership.
Meanwhile, Mercedes-Benz Korea provided vehicle support for another popular tvN drama, Startup. Starring popular actors Bae Suzy and Nam Joo-hyuk, this drama portrays the growth process after jumping into a startup while dreaming of success in Korea’s Silicon Valley. Mercedes-Benz plans to support a variety of vehicles in this drama, from the entry-level A-Class sedan to the top flagship S-Class sedan.
An industry insider said, "As the automotive industry sees the effects of PPL through dramas and variety shows, competition to secure popular works is intensifying," adding, "The recent trend in PPL is to match vehicles that highlight the characters’ traits without disrupting the flow of the story."
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