A unique advertising campaign featuring the apples of Bonghwa County, South Korea, has captured attention after appearing on a large digital screen in New York’s Times Square. The advertisement, funded by a local government official using personal savings, utilized the iconic New York landmark to promote the region’s produce, with the resulting images quickly spreading online and amplifying its reach.
Innovative Promotion in the Heart of Manhattan
The promotional spot for Bonghwa apples ran for 24 hours, from 1:36 PM KST on the 13th to 12:36 PM KST on the 14th, with a 15-second slot shown every hour and 36 minutes. The advertisement featured a striking image of an apple alongside the Korean text: “Bonghwa apples are delicious, but we don’t advertise.” This intriguing slogan, coupled with the prominent display in Times Square, generated significant buzz.
According to officials from Bonghwa County, the advertisement was financed by an individual responsible for promoting agricultural products. This official personally invested 329,000 Korean Won (approximately $250 USD) to secure the advertising space. The individual operates under the persona of ‘Bongsuni Jumugwan,’ a fictional character active on Bonghwa County’s official social media channels.
Strategic Approach to Domestic and International Audiences
The mastermind behind the campaign, ‘Bongsuni Jumugwan,’ explained the strategic thinking behind this unconventional approach. “If we don’t do something like this, Bonghwa apples won’t get the recognition they deserve,” the character stated via social media. “Rather than just focusing on overseas exposure, the aim was to maximize domestic promotional effects by creating an issue around this initiative.”
While an advertisement in Korean displayed in the United States might not be immediately understood by local audiences on the ground, the campaign’s success was predicated on its potential for virality online. The expectation was that the novelty of a Korean-language ad in Times Square would capture the attention of South Korean netizens, driving domestic interest and sales.
Viral Success and Public Reaction
The news of the Bonghwa apple advertisement in Times Square spread rapidly through social media platforms. Within a single day, posts about the campaign garnered over 7,000 likes. The public response in the comments sections was overwhelmingly positive and enthusiastic.
Netizens expressed surprise and delight, with comments such as: “I had to check if it was real, so I watched the live stream and it was true!” and “I just learned about Bonghwa apples for the first time, I’m going to place an order.” Many users reported immediately ordering the apples out of curiosity sparked by the advertisement.
This innovative marketing effort is part of a broader initiative by Bonghwa County to promote its agricultural products through unique and engaging methods. Since April, the county has been leveraging the ‘Bongsuni Jumugwan’ character to spearhead distinctive agricultural promotions.
A History of Creative Marketing
This Times Square campaign is not the first time Bonghwa County has employed creative tactics to boost its produce. In June, the ‘Bongsuni Jumugwan’ character made a memorable appearance as a ceremonial first pitch hitter at the Jamsil Baseball Stadium in Seoul, drawing considerable attention and further solidifying the character’s role in the county’s marketing strategy.
A representative from Bonghwa County highlighted the natural advantages that contribute to the quality of its apples. “Bonghwa is located at an altitude of 400 to 500 meters above sea level, resulting in significant diurnal temperature variations, which are ideal for growing apples,” the official stated. “Through initiatives like the Times Square advertisement, we aim to widely publicize the excellence of Bonghwa apples.”
The Unique Growing Conditions of Bonghwa Apples
The geographical characteristics of Bonghwa County play a crucial role in the superior quality of its apples. Situated at a high altitude, the region experiences a substantial difference between daytime and nighttime temperatures. This significant temperature fluctuation, known as diurnal variation, is a key factor in apple cultivation, contributing to the fruit’s firmness, sweetness, and vibrant color.
The cooler nighttime temperatures allow the apples to develop their sugars more effectively without becoming overly soft, while the ample sunshine during the day aids in photosynthesis and pigment development. This unique climate, combined with Bonghwa’s fertile soil and clean water sources, creates an optimal environment for producing high-quality apples that stand out in the market.
Leveraging Technology and Character Marketing
The success of the ‘Bongsuni Jumugwan’ character demonstrates the effectiveness of modern marketing techniques, particularly in engaging younger demographics. By creating a relatable and somewhat quirky persona, Bonghwa County has managed to inject personality and fun into the promotion of its agricultural products. This approach moves beyond traditional advertising, fostering a connection with consumers on a more personal level.
The use of social media platforms has been instrumental in amplifying the reach of these campaigns. Viral content, user-generated posts, and interactive elements encourage widespread sharing and discussion, significantly boosting brand awareness for Bonghwa apples both domestically and internationally. The Times Square advertisement, while physically located in the US, achieved its primary goal through its subsequent online dissemination within South Korea.
Future Prospects and Conclusion
The Bonghwa apple campaign in Times Square serves as a compelling case study in creative and cost-effective marketing. By strategically utilizing a globally recognized symbol of advertising and leveraging the power of social media, Bonghwa County has successfully elevated the profile of its local produce.
The positive public reception and the subsequent surge in interest indicate a strong potential for continued growth in the recognition and demand for Bonghwa apples. The county’s commitment to innovative promotional strategies, spearheaded by the memorable ‘Bongsuni Jumugwan’ character, suggests a bright future for its agricultural exports. This initiative underscores the idea that even with a modest budget, strategic creativity can yield significant results on a global stage.
