Song Joong-ki can speak Thai, as this 11street ad shows

South Korean 'Descendants of the Sun' heartthrob lends star power to online marketplace platform owned by South Korean giant SK Planet.

Song Joong-ki, one of South Korea's most bankable male stars, is fronting a campaign for the launch of online marketplace 11street in Thailand. The young actor is an obvious choice, as even Thai Prime Minister Prayut Chan-ocha is said to be a fan of the wildly popular drama Descendants of the Sun, in which Song starred. 

The campaign pairs Song with Thai actress Mew Nittha, and the duo made a brief appearance for a launch event in Bangkok last month. The outdoor ads have been placed on the busiest Bangkok Mass Transit System stations in Chit Lom, Siam and Phrom Pong, while TV and digital ads featuring the stars went on air on 16 February. Song's face is also on a limited release of Rabbit cards, an e-money service in Thailand for mass transit networks.

Cheil Thailand, the agency behind the campaign, said views of the 11street Thailand Facebook page have reached over 1 million. "The launching campaign is the first stage to create high impact on awareness of 11street among Thai consumers," said Jaebum Ahn, president of Cheil Thailand. The marketplace already has a presence in Turkey, Malaysia, and Indonesia, where it is known as Elevenia.

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
STB, EDB launch unified brand to market Singapore worldwide
Premium
17 minutes ago

STB, EDB launch unified brand to market Singapore ...

'Passion Made Possible' launches today, with a raft of marketing and branding assets to promote Singapore to visitors and businesses.

Premium
Manulife Philippines films offer pleasant surprises
Premium
6 hours ago

Manulife Philippines films offer pleasant surprises

A trio of videos for Manulife by JWT Manila manages to complete a rare trifecta of achievements.

Premium
Analysts on WPP: 'expected bad, got worse'
Premium
7 hours ago

Analysts on WPP: 'expected bad, got worse'

However, top-line weakness driven by FMCG giants cutting marketing spend over the last year is a situation that may reverse.

Premium
EdgeProp dramatises the ups and downs of home searches
Premium
7 hours ago

EdgeProp dramatises the ups and downs of home searches

Film by Bonsey Jaden for EdgeProp makes the back and forth process of home-buying decisions feel physical.