Peninsula: I'm the Top Streamer

Chapter 674: The Girl's Warm-up, Top-Tier Advertisement!
With the October release date approaching, Netflix Original Film "20th Century Girl" released its first official trailer on September 1st.

This youth-themed nostalgia drama, starring newly crowned Baeksang Arts Awards Best Actor Kwon Seon-hyuk and "Nation's Little Sister" Kim Yoo-jung, swept across South Korean social media platforms as soon as its trailer was released, thanks to its refreshing and unique atmosphere and top-notch cast.

It garnered over 500 million views in a single day and topped the Naver trending searches.

The trailer is set in 1999 and opens with a series of shots that evoke a strong sense of the era.

The flashing neon lights of an old-fashioned video arcade, bulky desktop computers, cassette players, and school uniform skirts.

Kim Yoo-jung, who plays "Ra Bora," exudes the unique brightness and recklessness of a 90s girl. Holding up a camera, she declares to the lens: "I swear! I will definitely keep an eye on Hyun-sook's (Noh Yoon-seo) first love!"

The trailer for the South Korean film "20th Century Girl" opens with the playing of a videotape recording memories of 1999, attracting viewers' attention with scenes full of "20th-century sentiment".

The trailer tells the story of 17-year-old Luo Bo-ra (Kim Yoo-jung), whose best friend Kim Yeon-do (Noh Yoon-seo) tells her that her heart has been stolen. It turns out that Yeon-do fell in love at first sight with Baek Hyun-jin (Park Jung-woo).

Because Yeon-do was going to the United States for heart surgery, she asked Na Bora to keep an eye on Baek Hyun-jin's every move and report back in real time.

In order to fulfill her best friend's first love, Luo Baola pretends to be Cupid and begins to secretly observe Baek Hyun-jin. She discovers that Baek Hyun-jin is always with his good friend Bong Yun-ho (played by Kwon Hyun-hyuk). So, through Bong Yun-ho, she learns about Baek Hyun-jin's height, hobbies, and other information, and even finds out Baek Hyun-jin's pager number.

During this process, Luo Baola gradually became closer to Feng Yunhao, and unknowingly fell in love with him.

The trailer also features some youthful scenes and dialogues, such as the intimate conversation between Luo Bora and Yan Du, and Luo Bora's innocent feelings about her first love.

Meanwhile, the trailer also leaves some questions unanswered, such as what will be the fate of Luo Baola's love.

The ending freezes on the scene where Bora breathes on the frosty car window to write the name "Baek Hyun-jin," and as the screen fades to black, Kwon Heon-hyuk's gentle voice-over appears: "Bora, I want to see you in the 21st century."

The trailer ends with soothing music.

Kim Yoo-jung, a former child star, is known as the nation's little sister, and her first starring role in a youth romance film is inherently appealing.

Her own fame is by no means lacking.

In addition, she is collaborating again with Han Hyo-joo, with whom she worked 11 years ago. The announcement of their collaboration sparked heated discussions among netizens, who are full of expectations for their performances in the film.

BH was behind this movie from the beginning; most of the characters in the movie are from BH.

The trailer is filled with the heart-fluttering feeling of first love, using a nostalgic filter to successfully create the atmosphere of the late 20th century, allowing viewers to feel the youthful spirit of that era. Netizens have exclaimed that the posters shot by the production team are very beautiful, and they want to take screenshots of every frame.

However, some people think the filter is a bit exaggerated, feeling that the filter is so strong that it almost distorts the details of the person's face.

Furthermore, what amazed viewers in the trailer was the complete transformation of Kwon Hyun-hyuk's image.

Having shed the sinister villainous aura he portrayed in the currently showing film "The Hunt," Kwon Heon-hyuk perfectly embodies the role of a high school student with his fluffy black hair, clear eyes, and clean school uniform.

Netizens expressed their high praise.

"As expected, looks are always Kwon Hyun-hyuk's comfort zone!"

"His eyes are as pure as the first snow, he's totally the campus heartthrob of the 90s!"

His agency, BH Entertainment, revealed that Kwon Heonhyuk specifically studied the mannerisms and expressions of teenagers in the 90s to better embody the character.

The release of the first trailer for "20th Century Girl" was like a stone thrown into a calm lake, stirring up huge waves among Kwon Heonhyuk's massive fan base.

Unlike the ruthless and cold villainous image in the trailer for "The Hunt", Kwon Heonhyuk appears this time as a clean and pure high school student, instantly igniting the enthusiasm of fans.

After all, there are still quite a few fans who are attracted to a person's looks, and most casual viewers are also drawn to their appearance; they are all "face-value enthusiasts."

Fan forums and social media were instantly flooded with phrases like "incredibly handsome," "heart-stopping," and "the face of a campus first love."

Kwon Heonhyuk's debut work, "One Day," was a campus drama, which can be said to be his original fan's first love.

The trailer's footage of Kwon Hyun-hyuk's fluffy black hair, clear eyes, running or smiling in his school uniform was widely screenshotted, made into GIFs and nine-grid images, and circulated extensively.

Fans expressed their excitement.

"Finally, we get to see him play this kind of refreshing and handsome young man again!"

"I don't know who that ruthless guy in 'The Hunt' is, but this is my oppa!"

"With that face and that demeanor, she could play a high school student without any awkwardness; she's practically aging in reverse!"

This strong contrast and the image of returning to visual comfort zone triggered the most direct and enthusiastic visual impact and love from fans.

Despite being captivated by their good looks, fans didn't forget to endorse their idols' acting skills.

They compared Kwon Heon-hyuk's ruthlessness in "The Hunt," his mature and reliable masculine charm in "Our Blues," and his purity in "20th Century Girl," praising his strong ability to embody different characters and his ability to "transform into different roles."

"His eyes are completely different now, that's the versatility of an actor!" "That gentle smile in the trailer melted my heart. Who would have thought he was stepping on someone's face on screen just last month?" Fans are proud of this, believing it once again proves Kwon Heonhyuk's extraordinary talent as an actor.

This is what you call "rainbow fart"—fans will praise you no matter what.

The trailer's huge impact and Kwon Hyun-hyuk's revolutionary new image prompted fan sites and individual fan clubs to quickly mobilize and develop a series of online and offline support and promotion plans, determined to generate buzz for their idol's first online movie.

Following Netflix's offline advertising campaign, the fan club plans to sponsor additional LED screen advertisements in prime business districts and subway stations in major cities such as Seoul and Busan, playing highlights from the trailer for "20th Century Girl" and Kwon Heon-hyuk's solo posters on a loop, in order to expand the exposure of the film and its lead actor and create a "screen domination" effect.

The advertising copy will highlight Kwon Hyun-hyuk's "fresh and handsome school heartthrob" image and the film's "youthful nostalgia" theme.

Fan clubs organized fans to launch unified support topics on platforms such as Twitter, Instagram, Naver Blog/V LIVE.

like#__
#20thCenturyGirlKwonSeonhyuk#
#_.

Fans are encouraged to post their thoughts on the trailers, character analyses, self-made posters/MVs, and promotional blog posts.

The goal is to keep related topics consistently trending on social media and maintaining the film's popularity.

Fan sites also create beautifully designed support guides and image packs to facilitate participation from individual fans.

In short, the highly professional support strategies within the fan community are dazzling to behold.

Netflix's marketing strategy has also been upgraded accordingly.

Unlike its previous low-key approach to online films, Netflix has invested heavily in offline advertising this time, plastering posters of the two stars on subway stations and street-side screens, and announcing that the film will have its world premiere at the Busan International Film Festival before being released on Netflix.

Following this, the official team also released several poster photos and announced the date of the press conference.

Large-scale pre-launch promotion has already begun over the past month.

Industry insiders analyzed: "Kwon Hyun-hyuk's popularity prompted Netflix to break with convention and invest in promotion and distribution on a theatrical scale."

And apart from that.

The film "The Hunt" has accumulated 372 million viewers in 19 days since its release. It has successfully passed the break-even point and is moving towards further profitability.

The fact that the movie "The Hunt" made a profit is both normal and abnormal.

Despite numerous favorable factors, including a strong cast, compelling subject matter, and hype, no one can guarantee a blockbuster success for the South Korean film industry in the post-pandemic era.

The South Korean film market celebrated the emergence of another blockbuster that had surpassed the break-even point, but this was followed by concerns.

How desolate it will be in two years.

In reality, the film market has been sluggish since the pandemic, and the most tangible feeling from audiences is that they are going to the movies less often.

But in fact, there are still plenty of commercial blockbusters every year, with various themes and big names.

The key issue is actually the reduction in mid-range films, which are the most significantly impacted.

Big-name celebrities, major production companies, and other leading companies will inevitably be affected in the end. If they are also impacted, the industry will be finished.

Meanwhile, in the areas of the waist that the audience couldn't feel, there was a chorus of groans, but because of the low level of attention, not many people cared.

So on one hand, the industry is wailing that it is about to die, and on the other hand, the audience is indifferent. They still see a field of flowers and may only sigh when they see the box office comparison.

Anyway, Kwon Heon-hyuk's performance in "The Hunt" was a success.

This makes people look forward to his next movie.

Of course, it wasn't "20th Century Girl," but rather his first true theatrical film, "Night Owl."

Industry professionals know that his "20th Century Girl" was a way to solidify his fanbase and maintain the popularity of the Korean Wave.

Amidst all these developments, at the same time, one of the advertising endorsements that Kwon Heon-hyuk had recently signed, La Mer, began to be launched in the market.

During this period, Kwon Heonhyuk has been busy filming dramas and shooting promotional materials. Of course, it is a tedious process and there is nothing particularly noteworthy to write about.

The global advertising campaign featuring him as the Asia-Pacific spokesperson for La Mer has been officially launched.

As Park Jung-jung emphasized at the time, La Mer, as a top brand in the skincare industry, has already created a sensation by appointing a celebrity as its spokesperson and granting Kwon Hyun-hyuk the title of "Asia-Pacific Ambassador" with a global advertising budget.

The launch of the advertisement immediately became the latest proof of his "frighteningly enviable commercial value" and "top-tier status".

The advertising campaign was first released simultaneously on the brand's global website, official social media accounts, Instagram, Twitter, Facebook, YouTube, and other platforms.

The visuals maintain La Mer's signature luxurious and ocean-themed aesthetic, but Kwon Heon-hyuk's addition gives them a completely new feel.

The camera focuses on his near-perfect profile and deep eyes, against a backdrop of ever-changing light and shadow on the ocean or a minimalist, pure space.

Without saying much or making exaggerated gestures, he perfectly embodied the brand's core values ​​of "ultimate repair" and "luxury experience" simply through his calm and reserved temperament, flawless skin, and the sense of sophistication he exuded in every move.

The visual quality is extremely high, with each frame resembling a movie poster, showcasing the production standards of top-tier luxury advertising.

The advertising slogans are usually short and powerful, emphasizing their identity: "LA MER Asia Pacific spokesperson, Quan Xuanhe".

The brand press release praised his "unique international quality actor image" as being highly consistent with the brand's tone.

The advertisement instantly ignited the attention of fans worldwide and the beauty and fashion industry upon its release.

Kwon Heonhyuk's fans went wild with celebration.

This can be considered an ultra-fast, no-pre-announcement official announcement, with a very high title, further solidifying his position in terms of endorsements, which still matches Kwon Hyun-hyuk's high-class image.

As the brand ambassador for the Asia-Pacific region, promotion and publicity were carried out not only in South Korea but also in China.

Even China is an important region for propaganda.

Kwon Heon-hyuk is very popular; even now, when young people mention Korean stars, they immediately think of Kwon Heon-hyuk and Cha Eun-woo.

Their popularity is comparable to some of China's top influencers, and sometimes hiring Korean spokespeople is indeed relatively cost-effective, given the high level of recognition of the Korean wave.

In the Chinese market, La Mer's investment is particularly significant, fully demonstrating the brand's emphasis on the Chinese market and Kwon Heon-hyuk's influence in the region.

The most obvious example is the Weibo splash screen ad.

During the advertising campaign, countless users who opened the Weibo app were immediately greeted by a giant advertisement featuring Kwon Heonhyuk for La Mer.

The high-definition visuals, Kwon Hyun-hyuk's striking good looks, and the brand's luxurious feel instantly grab the user's attention on the mobile phone screen.

The splash screen ads had an extremely high reach and coverage, and almost overnight the news that "Kwon Heonhyuk is the spokesperson for La Mer" spread throughout the Chinese internet.

The splash screen ad was just the tipping point.

The hashtag #KwonSeonhyukEndorsesLaMel# quickly rose to the top of Weibo's trending topics and remained there for a long time. Of course, the brand also bought the trending topics.

Meanwhile, related topics such as #KwonSeonhyukLAMERAd# and #KwonSeonhyukOpeningScreen# also made it onto the list, with hundreds of millions of views and discussions.

Fans organized to control online comments and expressed their pride in their idol securing such a high-profile endorsement through various means.

Passersby were drawn to the splash screen ad, exclaiming, "Kwon Heon-hyuk's face is absolutely stunning," "La Mer made the right choice, it's so high-class," and "This ad is like a movie."

Besides Weibo, the advertisement also sparked heated discussions on platforms such as Xiaohongshu, Bilibili, and Douyin.

A large number of product recommendation posts on Xiaohongshu (Little Red Book) are recommending "the same LA MER brand worn by Kwon Hyun-hyuk";
Bilibili beauty category content creators uploaded advertising videos and ads that mentioned Kwon Heon-hyuk;
Advertising clips and fan edits are widely circulated on Douyin.

The launch of La Mer's advertisements, especially the "opening screen bombardment" marketing in the Chinese market, has achieved immediate results.

Brand awareness surged: La Mer gained far more attention than conventional marketing campaigns, strengthening its premium image among its target audience and successfully attracting the attention of a large number of viewers.

In reality, how many girls don't know about these expensive luxury brands? It's just that Kwon Heonhyuk's recent endorsement has further enhanced their image.

The successful launch of the advertisement and the huge response it generated further solidified Park Jung-jung's confidence.

This is just the beginning. As top endorsements from LG U+, Dyson, Samsung Home Appliances, and Paipai Le are rolled out, Kwon Heonhyuk's exposure will increase day by day.

When overseas K-pop girls come to South Korea sometime, they will see that this is Kwon Heonhyuk's "Pain Country".

Kwon Heonhyuk himself may occasionally see data reports sent by his team while he is busy switching between film sets or preparing for new projects. These reports record the number of people reached by the advertisements, the countries reached, the surge in discussion, and the number of times the advertisements were displayed on Weibo in China. These numbers are in the hundreds of millions.

Exposure is a mutually reinforcing thing; it brings sales to the brand, and the brand brings him more exposure, making him known to wealthy ladies and young women who didn't know him before.

For him, the amount of money has long become blurred, but his image etched in the global advertisements of these top brands is undoubtedly one of the most shining badges of this era's "top influencers".

(End of this chapter)