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.

Related Articles

Just Published

5 hours ago

Kraft Heinz CMO: Ecommerce 'a hit to profitability'

As ecommerce retailers undercut each other with discounts, brands' profit margins are becoming squeezed.

6 hours ago

The often-hidden costs of in-house agencies

The founder and CEO of marketing consultancy TrinityP3 uses a side-by-side comparison to dig into the costs you might not have considered.

6 hours ago

Ice cream anime: Magnum tells 'pleasure tales'

The Unilever ice cream brand debuted two lovely little animated films at Sydney's Japanese Film Festival.

8 hours ago

Is the whole greater than the sum of its parts for ...

AGENCY REPORT CARD: As Zenith, Starcom and Spark Foundry meld together under the group's 'Power of one' philosophy, we grade them as one entity for the first time.