Patra, New Product Labo Chair YouTuber-Artist Collaboration Marketing

[Photo by Patra: Introduction video of Laboh by Patra collaboration artist Forestella (Provided by Patra)]

Patra announced on the 4th that it is officially selling its new task chair ‘LAVO’ through the online brand Saenghwaljieum and is conducting various collaborative marketing campaigns using videos.

Patra is a global chair specialist company with 37 years of tradition, having achieved $100 million in exports. It has ranked first in office chair sales at the Public Procurement Service, which applies strict quality standards to public institutions and government offices. LAVO is a functional office chair launched after five years of research and development at Patra’s R&D center. It features 15 adjustable size functions, making it an ergonomic product that anyone can sit on comfortably.

Patra is actively utilizing video media such as YouTube to promote the new LAVO product. A promotional video for LAVO featuring Forestella, the collaborative artist of Patra and Saenghwaljieum, has been released on the Saenghwaljieum YouTube channel, firmly imprinting the new product on fans.

Review videos of the new LAVO product created with YouTubers from various fields are also gaining attention. In September, a review video analyzing LAVO’s various functions in an entertaining way was uploaded on the ‘Boxkkanam’ channel, operated by Shin Dongheon, a famous writer and former editor-in-chief of ‘Leon’ magazine, attracting attention. Other YouTubers such as Home Stylist Riyeon, Gidongchandongchan, Jip Yeonguso, and Review Namchangsu also included the unique features and actual usage reviews of the LAVO chair in their distinctive product review videos.

Patra Vice President Han Sangwook stated, “Patra has grown as Korea’s representative chair brand in the B2B and export sectors in terms of sales and performance, but has relatively few touchpoints with general customers. We are conducting marketing using highly noticeable video media such as YouTube as a way to more effectively communicate the advantages of LAVO to the experience-focused MZ generation and consumers, and we will continue to practice customer satisfaction with better products.”