SSG.com Continues 'Obanjang' Character Marketing with 'Minions'

'SSG and Minions and Yellow' promotion (Photo by SSG.com).

Universal Studios 'Minions' Theme Promotion from the 2nd to the 29th
Frequency Event Offering Reward Points Based on Purchase Frequency, Up to 20,000 SSG Money Giveaway
'Minions Sichuan Mahjong Game' Prize Event... Special Offers on Minions Products Until the 11th

[Asia Economy Reporter Yuri Kim] SSG.com announced on the 2nd that it will launch a marketing campaign featuring the popular character 'Minions.' Following the positive response to the 'Obanjang' character introduced in March, which resonated with the MZ generation's 'Fun+Consumer' tendencies, the company plans to drive further success by holding another character-based event.

From the 2nd to the 29th, SSG.com will run the 'SSG and Minions Yellow' promotion, making Universal Studios' popular character 'Minions' the main theme of the event.

SSG.com set the event concept by placing playful Minions characters throughout the event page and creating an overall atmosphere using Emart's signature yellow color. They also prepared tangible benefits such as reward points, prize giveaways, and special product proposals.

During the event period, a 'Frequency Event' will be held where customers earn SSG Money based on the number of purchases. Customers who make three purchases of 70,000 KRW or more will receive 5,000 KRW, and those who make five purchases will receive 20,000 KRW in reward points. New customers or those making their first purchase of the year will have a lower participation threshold, receiving reward points starting from their second purchase.

From August 2nd to 15th, participating customers can enjoy the 'Sichuan Mahjong Minions Matching' game, which offers a chance to win prizes. Among customers who find all matching pairs of cards within 22 seconds, 500 winners will be drawn to receive prizes including the 'Minions Plogging Kit' along with 'Wasabi and Banana Flavored Seaweed' (300 winners), 'Starbucks Mango Banana Gifticon' (100 winners), and '3,000 KRW SSG Money' (100 winners).

Until the 11th, 16 specially planned products in collaboration with Minions and partner stores will be sold at special prices. Representative products include 'Dongwon Tuna and Crackers,' which are ideal as snacks or side dishes, offered at a 30% discount when purchasing two or more, and 'Korea Eundan Vitamin C 1000' (360 tablets) priced at 28,980 KRW.

SSG.com continues to showcase character marketing because it has a significant impact on sales. Sales data for Minions-themed products in SSG.com's food category during the first half of this year showed an increase of about 302% compared to the same period last year. The 'Looking for Obanjang True Fans' merchandise giveaway event, held in two phases from June to July, attracted over 6,000 customers, showing a strong response. During this period (June 7 to July 18), sales in the Obanjang discount corner increased by 77% compared to the same period last year.