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KOREAN ACTRESSES WOOED FOR ENDORSEMENTS
Korean movie 'Windstruck' featuring Jeon Ji Hyun will be released in 310 theaters in Japan next week, the largest number ever
for a Korean film. But the producers will not be the only ones holding their breath to see if the romantic film will be a hit abroad.
The movie has been criticized as a 108-minute advertisement that took full advantage of the leggy actress who is one of the most wanted
models in Korea. Jeon made appearance in a number of big shot commercials and advertisements clad in 'Giordano', taking pictures with
'Olympus' digital camera, fluttering her lashes done in 'Laneige' mascara and even doing Web searches on local browser 'Naver'.
Although companies such as Giordano said it could not confirm whether the sassy actress`s face actually helped their sales, Shin Yong No
of Olympus Korea said using Jeon was definitely the watershed in raising brand awareness for the company that jumped relatively late
into the Korean market.
"We were the first to run TV commercials among digital camera makers and when we decided to cast Jeon in 2003, she already was a
popular actress and model," He said. "But when the first commercial was released, the effect of Jeon was clear."
Olympus Korea not only kept its top sales spot but also broadened the gap with its image-conscious commercials, he added, which aired
in 10 countries including China, Singapore, Malaysia and Vietnam.
Thanks to "Hallyu" or "Korea Wave," it would not be far-fetched to expect Jeon`s face to boost the sales of the products or services.
Actually, in some Asian countries, Olympus is even considered "Made in Korea," said Shin.
It is natural for the customers to identify the images of celebrities with the products or vice versa. And celebrity endorsements have
become an effective tool of marketing, especially in the fashion industry where seeing virtually is believing.
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