"Hyun Boram" Internet Meme Leads to Production Sponsorship
Expanding Contact Points with MZ Customers via OTT Platform
Boram Sangjo announced on the 11th that it participated in episode 1 of season 2 of the Coupang Play series 'Jikjangindeul' through product placement (PPL).
'Jikjangindeul' season 2 is a series featuring Shin Dongyeob, Kim Mingyo, Lee Suji, Hyun Bongsik, Kim Wonhun, and Ji Yeeun, who come together to humorously depict the realistic survival stories of office workers dreaming of being 'salary lupins' and leaving work on time. Notably, the first episode featured the highly regarded actor Cho Jungseok as a special guest, providing viewers with even more entertainment.
Boram Sangjo explained that this PPL was realized after an internet meme emerged from the previous season, when it was revealed that actor Hyun Bongsik's real name is 'Hyun Boram,' which resembles the company’s name.
In the first episode of this season, Boram Sangjo appears as a client requesting an 'innovative marketing strategy that can communicate broadly with the younger generation' from DY Planning, a marketing agency led by comedian Shin Dongyeob.
According to reports, the employees at DY Planning were surprised to learn that Boram Sangjo, which they had previously associated only with funeral services, is actually a total life care company offering a wide range of services including weddings, pet care, and memorial jewelry. After this revelation, the employees began to brainstorm a series of creative ideas, showcasing DY Planning’s signature cheerful teamwork.
A representative from Boram Sangjo stated, "Last season, the actor Hyun Bongsik’s real name, 'Hyun Boram,' naturally evoked our brand and helped foster a sense of familiarity with the public. Through this content collaboration, we hope to connect with the MZ generation’s potential customer base in a friendlier and more innovative way, so that Boram Sangjo’s modern and flexible image is naturally imprinted."
The first episode of 'Jikjangindeul' season 2, featuring Boram Sangjo, is available on the OTT platform Coupang Play.
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