These “Any” video’s may be the last we see featuring Korean pop idol Hyori. Anycall (Korean cell phone company) has decided that their next “Any” video series will feature a group of various kpop stars that include BoA, Epik High’s rapper-songwriter Tablo, jazz painist Jin Bora, and Hiah Junsu from boyband Don Bang Shin Ki.
After three extremely successful campaigns with Hyori, it’s quite puzzling why Anycall would risk their fourth installment with new faces.
Hyori MV
Hyori MV
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Posted by vgachi57
Hyolee (or rather her agents) are probably more concerned with her global image, particularly in fashion since she is the first Asian as a Guess model and her own lipstick color by that makeup company, than as a technology spokesperson for Anycall. All that said, they probably want more money since she’s made more of a name for herself since her solo debut.
I’m surprised BoA is listed since she’s still an immensely popular pop idol still, trying to break into other Asian markets. Perhaps she wants to use Anycall’s phones and therefore marketing as a means to propel her fame.
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Posted by yume
I would think you’d need an even bigger budget with four stars vs. one megastar. Plus isn’t always a good idea to stick with your original face like how Alessandra is synomonis with Victoria’s Secret and Elizabeth Hurley is with Estee Lauder.
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Posted by vgachi57
I agree with yume in the second comment, except that people in fashion or any trend based industry tend to be rather fickle. One minute you’re the hot ticket and the next, not. So, with your cosmetic example, the face of Estee Lauder changes its models too. Carolyn Murphy is currently the face of that company, replacing Liz Hurley.
That said, yes brand image is extremely important and being to attach a single face to your product line is just as important, until that person becomes stronger than your product, in which case it’s like remembering the ad without remembering the product. In advertising, that’s called vampire creativity. Not exactly the same thing in this situation, but I think it’s relatively similar.
So proper marketing allows the company to control its image and who represents it so that the model/spokesperson does not retain all the power, yet still brings brand recognition while still employed. Retail’s form of checks and balances I guess.
As for the first point, that is not always the case. Look at the NBA. One superstar is worth way more than 4 stars even though the 4 would probably overpower the 1. All depends on agent-company negotiations.
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Posted by aurora
The various pop stars were sponsored to form the band “AnyBand”
I believe AnyCall(Samsung) did this so they can reach a wider range of audience, since each stars are popular in different music genre. Also fans in Korea are very supportive to their idols; sometimes too supportive…name corrections: BoA, Epik High.
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Posted by AllaN
From what I’ve seen, Anycall has been very successful with hyori and lee jun ki. Recently, I also found out that Anycall will use 4 new stars to promote their phones, and personally, I think they will succeed. The reaction from the viewers who’ve seen the ad show immediate interest in the phone. So with or without Hyori(though I would personally like to see her advertise more) Anycall is a huge hit even in the North American market. I think the bones to their success comes from their rather uniquely designed phone. Anyways, I think they just want to bring more faces into the Anycall line, instead of just hyori. BoA is known world wide for sure, so with her popularity, success won’t come as a surprise.
-AllaN -
Posted by rocketfuel
The new Anyband campaign is about the music that sells a product.
With Hyori, she’s like Paris Hilton. It’s about her name and the pretty face which sells a product. The music doesn’t really matter…it’s just fluff.
The new campaign is stronger because consumers and fans alike cared enough about the music to actually want a “live” performance….not lip-synced.
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