BinJin | Hyun Bin & Son Ye Jin

[Chocolate]

Insights from Smart's Ad Agency Grey Philippines

 

 

 

Campaign Spotlight: How Grey Philippines and Smart Communications Crash Landed #BinJin into their Smart Signature Campaign

September 1, 2020

 

MANILA, PHILIPPINES–Korean celebrities have been most endeared to Filipino fans. Their cult following has them sought-after by brands both local and international and for the first time, a Filipino telecoms company has tapped into not one, but two Korean superstars to renew their position in the lives of Filipino media consumers.

 

Son Ye-jin and Hyun Bin –also known as #BinJin, are the latest faces of Smart Communications, Inc. The Crash Landing on You (CLOY) stars have stirred the Filipino fandom online with their “Simple, Smart ako” adverts, especially when they say the tagline in Tagalog.

 

 

The Brief

 

Grey Philippines initially released an ad material starring Hyun Bin months prior to Son Ye Jin’s spot which was received well online. From this, it was a no-brainer that his CLOY leading actress would follow eventually.

 

“The agency felt that a follow-up material that will feature someone else besides Son Ye Jin would be a letdown – it was therefore inevitable,” said Grey’s President John Lucas in an interview.

 

Lucas added that the actress embodies Smart’s Signature’s line: Make your Mark and if there’s someone who is making her signature in her field, it was no less than Ye Jin.

 

“The task was to come up with a material for Smart’s post-paid brand which is Smart Signature. Given the image that the brand has been projecting since its launch, Son Ye Jin turned out to be the perfect new face and personality.”

 

“Client was on the same wavelength as Agency because as we were pushing for it, they were already beginning negotiations with Son Ye Jin’s management. So we were certain that it would happen.”

 

The Challenge

 

Spoiler

 Executing the brand promise to help driven individuals achieve more through Smart’s services was no easy task. Between the lockdown restrictions and language barriers, Grey had to coordinate a remote production without compromising the result.

 

“The challenges were pretty much the same as when the Hyun Bin material was being done. No person to person meetings, and a shoot supervised through a zoom call. Things went smoothly because we already got to “practice” when we shot the first one.”

 

 

 

However, Lucas expressed that the technical aspect of production was not the only challenge.

“The bigger challenge was how to keep it a secret. BinJin (Bin and Ye Jin) fans are very passionate and resourceful. Some of them who lived in Korea somehow knew that a shoot was happening. Since it was in a location that was near where Hyun Bin was filmed, they immediately assumed that it was Son Ye jin. The “detective” work they did to put things together was quite impressive. They even made their own edits putting both ads together.”

 

The Result

 

Spoiler

While K-dramas have been first introduced in the television screens, it is undeniable that the rise of content streaming has powered the Korean wave in the Philippines. This connection is what the agency anchored on to strengthen the campaign.

 

“The streaming platforms provided by Smart to its subscribers have further increased the Koreanovelas popularity. Especially now when the lockdown has given fans more time to binge watch, the South Korean stars have been deeply embedded into Philippine pop culture. To say that the Pinoy is in love with them would be an understatement.”

 

“The reactions to both Hyun Bin and Son Ye Jin campaigns have been positive. The mileage that fans have added online is nothing short of amazing.”

 

CREDITS:

Spoiler

Client: Smart Communications, Inc.
PLDT Chairman and CEO: Manuel V. Pangilinan
Smart President and CEO and PLDT
Chief Revenue Officer: Alfredo S. Panlilio
SVP and Head, Consumer Business: Jane J. Basas
Head of Corporate Marketing & Strategy, Consumer Business: Lloyd Manaloto
Head of Postpaid Marketing, Consumer Business: Shing Dimagiba
Head of Marketing Services Operations, Consumer Business: Mon Samarista
Senior Manager, Influencer & Endorser Engagement: Camille Mamangon
Brand Supervisor: Alyssa Chuidian
Manager, A&P, Logistics & Agency: Weng Delos Santos

 

Agency: Grey Manila
Chief Executive Officer: John Lucas
SVP Accounts: Meldy Warren
Group Account Director: Katya Gozo
Senior Account Manager: Miguel Cordero
Chief Creative Officer: Eugene Demata
Deputy Executive Creative Director: Marci Reyes
Senior Art Director: Paik Abanilla
Art Directors: Kata Alamon and JV Valmoja
Copywriters: Marci Reyes and Marrinel Poblete
Chief Strategy Officer: Agnes Martinez
Strategist: Cristina Flores

 

PlanB Production Agency
Broadcast Producer: Janet B. Liong, Joy Barbara, Cherry Bacani

 

UxS Inc.
President & CEO: Madonna Tarrayo
Executive Producer: Ruth Colacion

 

Museum Contents
Director: Park Kwan Ik
President & CEO: Choi Hee Kang
Executive Producer: Monica Chang
Producer: Katie Kim
DOP: Han Bit
First AD: Dong-Hwan Kim

 

Post House: 361

 

Sound Design Music: Jasper Perez
Sound Engineer: Pope Paredes

 

KV Shoot Photographer: Yeongjun Kim
Print Producer: Monica Chang

 

Source: adobomagazine

 

Edited February 8, 2021 by Chocolate

[Chocolate]

Feb 8, 2021

Smart Joint CF Teaser 1 "It's inevitable" 🥰🥰🥰🥰🥰

Hyun Bin says "Do you believe this is possible?"

 

Source: livesmart

 

@cloysauce

HE IS ALSO TENDING TO THE RELATIONSHIP

 

@cheonnunn

a cf together just a month after they confirmed to be dating.... as a public couple.... binjin the only couple ever it’s really like they are so sure of each other they are not afraid to show it at all?????? sobbing I have FEELS

 

@AmLiRa7

Inevitable. Their love story is the most beautiful love story ever. Destiny, fate, bringing them together. IT'S HAPPENING, IT'S MEANT TO BE 💚💚💚🌻🌻🌻

 

@taepyeonjin

SO ITS REALLY THEM???????????? ARE THEY GONNA SHOW US HOW THEY LOOK DURING DATE NIGHTS IN THE CF??????

 

 And there is a new song? By Filipino group Ben&Ben? Wow! It's the full works!

 

@EdelweissPH_FC

THEY HAVE AN EXCLUSIVE SONG FOR BINJIN HOY!!!! MAAAHHH HEART 😭😭😭😭

 

 

Edited February 15, 2021 by Chocolate

[Chocolate]

Son Ye Jin's last Smart CF:

 

 

Another CF clip also showed a black BMW pulling up along her Ducatti:

 

 

Edited February 15, 2021 by Chocolate

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Then a week ago, Smart's Jane posted:

janejimbas

Meant to happen. Inevitable.

 

 

Edited February 15, 2021 by Chocolate

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Feb 10, 2021

Smart Joint CF Teaser 2

 

livesmart

The chase is coming to an end. It's inevitable. #SimpleSmartAko #InSmartWeTrust

 

 

Edited February 11, 2021 by Chocolate

[Chocolate]

Feb 11, 2021

Smart Joint CF Teaser 3

 

livesmart

Our biggest Valentine's surprise is about to unfold. See you? #SimpleSmartAko #InSmartWeTrust

 

 

[Chocolate]

The Smart advertisement campaign is a trilogy starting with

• Hyun Bin (Jun20)
• then Son Ye Jin (Aug20)
• and now a Joint CF (Feb21).

 

The storyline for SYJ's CF hinted very strongly that there was to be a continuation with Hyun Bin in a third CF. Did Smart already know then that BinJin was real? Was the third CF already in the works then? Importantly, BinJin approved that storyline that mirrors their own love story so closely ❤

 

My gut feel has always been that they were ready, and were not "outed" by Dispatch. This joint CF supports that theory. Everything was within a plan. And what a fabulous plan!

 

Hopefully there will be an article with more information after the CF is released.

 

 

Jane Basas is SVP and head of the consumer wireless business for Smart.

 

 

Edited February 12, 2021 by Chocolate

[Chocolate]

 

 

 

 

 

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[Chocolate]

There will be a joint interview! And BTS! ❤

 

 

 

Edited February 12, 2021 by Chocolate

[Chocolate]

The joint CF will be released at 12 noon PH time on Valentines day!

 

 

Edited February 13, 2021 by Chocolate

[Chocolate]

It will be released on Smart's facebook page first.

 

@LiveSmart

Set your alarms, it's finally happening this Valentine's Day. Stay tuned. #SimpleSmartAko #InSmartWeTrust

 

 

Edited February 13, 2021 by Chocolate

[Chocolate]

❤❤❤❤❤

 

[Chocolate]

It's true. CLOY is a big hit internationally and most of the follow-up publicity has been initiated from overseas. The first fan meeting was by Son Ye Jin for Japanese fans, the first Hyun Bin interview after CLOY was with a Japanese magazine, the CLOY exhibition is held in Japan and now the joint CF is by a Philippines telecoms company. Whereas in South Korea, they quickly demolished the NK village after filming and there has been no interviews (except the recent one by Esquire/Omega), no DVD etc. Athough, the latter could be that BinJin were trying to keep their relationship private...

 

@d_d_dong22

사실 사랑의 불시착은 배우들만 한국인인 일드였던거지..

Actually, the crash landing of love was that only the actors were Koreans...

 

@sigriswil_1

i m dumb cause i don't get the context behind this.. 😅

 

@hellooohallyu

Back to this again cuz I also wanted to get context. I think it might mean that other than the actors being Korean, SK fandom hasn't gotten the goodies Japan fans have. And they certainly don't have the fanfare of 1st joint CF being from SK company. But I could be way off. 😂

 

@celest1al1

This is what they’re getting at... SK fans are feeling neglected. Thing is though, a lot of it is cause of SK and the culture. In terms of CLOY, they can’t celebrate it to fully because of the tension in NK/SK, plus pride and nationalism. Also it’s rare for dating couples to do CFs because they will get slammed for media play and commercializing their relationship... and it only becomes more acceptable if they’re married. So yeah, people are split on it (fans vs culture).

 

Edited February 13, 2021 by Chocolate

[Chocolate]

 

Best for Hyun Bin and Son Ye-jin to wed this year..., says local fengshui grand master

FEBRUARY 09, 2021 ByKWOK KAR PENGASIAONE

 

Instagram/ yejinhand

 

According to a recent Lianhe Wanbao report, local fengshui grand master Tan Khoon Yong looked into the birth dates of several of the hottest celebs in Singapore and the region to predict their fate and fortune in the upcoming year of the ox.

 

We'd be delighted if some of these come true. But as with many things, take it with a pinch of salt.

 

Source: asiaone | Credit: cloy_supremacy

 

[Chocolate]

The Joint CF is here!

 

Smart Communications

Believe that anything is possible with #Smart5G at the palm of your hands. The future is inevitable, it's time to break barriers. More on http://5g.smart/

#SmartBinJin #SMARTMadeBinJinInevitable #SimpleSmartAko

 

 

HB: Do you believe this is possible?

SYJ: I do.

 

Source: kdramasdiary

 

@yejinnnchoice

...Look at them in their own little world.

 

 

Edited February 15, 2021 by Chocolate

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@JJBasas

#BinJin say ‘Mahal Namin Kayo’ this Valentine’s Day

#SmartMadeBinJininevitable

 

 

@yejinshoe

THEY ARE LITERALLY SITTING SO CLOSE TO EACH OTHER THEY DONT KNOW WHAT PERSONAL SPACE IS

 

@dxrlbinjin

Stay happy you two 😭😭

 

 

Edited February 14, 2021 by Chocolate

[LaLa]

OH MY GOD!!! THEY LOOK SO GORGEOUS AND BEAUTIFUL TOGETHER 

 

Do you believe this is possible?

I do

How do you know?

(My pov) *Silent answer* Because It's you

 

 

 

[Chocolate]

Source: Smart's facebook

 

ctto

 

Edited February 15, 2021 by Chocolate

[Chocolate]

The ad takes inspiration from Crash Landing On You. It starts with both looking for each other.

 

 

 

 

Edited February 15, 2021 by Chocolate

[Chocolate]

They find each other as they always do ❤

 

 

 

He breaks down the barrier...

 

Edited February 15, 2021 by Chocolate

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Hyun Bin asks "Do you believe this is possible"?

 

Son Ye Jin replies "I do".

 

He then asks "How do you know"?

She laughs. [Me: Is it funny? 😂]

He stares, as usual 🥰 It's been 2 years since TN promos and he still looks at her the same 😍

 

Edited February 15, 2021 by Chocolate

[Chocolate]

 

Hyun Bin & Son Ye Jin Star In Adorable 1st CF As A Couple For Filipino Brand

By Alicia Valley on Feb 15, 2021

 

They’re the cutest couple 🥰

 

 

In one of their few appearances since their relationship was announced, Hyun Bin and Son Ye Jin star in a couple commercial for Filipino brand Smart.

 

Spoiler

Fans first began shipping the two stars actors in December 2019 when they played the lead roles of Ri Jeong Hyeok and Yoon Se Ri in Crash Landing on You. The tvN K-Drama soon became one of the most-watched cable television shows of all time in South Korea, and “BinJin” was a big part of its success.

 

 

So, on New Year’s Eve last year, viewers across the world were overjoyed to learn that Hyun Bin and Son Ye Jin are actually dating in real life. As of February 2021, they’ve been in a relationship for the past 10 months. Hyun Bin once mentioned he wanted to date an understanding woman who’s comfortable with his acting career, while Son Ye Jin expressed how much she loves tall men with angular features, so it’s clear the two are made for each other.

 

 

Now, the happy couple is starring in their first CF together since revealing their relationship—in honor of Valentine’s Day, no less. In June 2020, Hyun Bin became one of the new endorsers for Smart, one of the biggest telecommunications companies in the Philippines.

 

 

Son Ye Jin joined him in August 2020 with her own campaign.

 

 

Fun fact: Smart is the same brand BTS became the new face of earlier this year.

 

This time, Hyun Bin and Son Ye Jin are starring in a Smart campaign together. The one-minute-long commercial, titled “Inevitable”, sees the couple find each other in a high-tech setting.

 

 

After Hyun Bin asks, “Do you believe this is possible?”, Son Ye Jin replies, “I do.”

 

 

The CF ends in one of the sweetest embraces you’ll see between Korean stars, along with the brand’s tagline: “Simplé, Smart ako.”

 

 

Spoiler

As part of the couple campaign, Hyun Bin and Son Ye Jin also shot a super cute message for Valentine’s Day, telling viewers “Mahal namin kayo“—”We love you” in Filipino.

 

 

Unsurprisingly, fans of “BinJin” found the adorable commercial squeal-worthy. Son Ye Jin’s line—”I do”—trended in the Philippines with over almost 2 million tweets, while #SmartMadeBinJinInevitable trended at no.1 in Singapore. Plus, an SBS Entertainment News article about the commercial reached the top of Naver‘s daily trending articles list.

 

 

Everyone is hoping there’s more Hyun Bin and Son Ye Jin content to come this year. Watch the full commercial here:

 

 

Source: koreaboo

 

Edited February 15, 2021 by Chocolate

[Chocolate]

 

"Putting honey out of your eyes"...Hyun Bin and Son Ye-jin, who co-starred in the ad after their love affair was acknowledged.

Input : 2021.02.14 4:09 PM Correction: 2021.02.14 4:16 PM

 

Spoiler

Hyun Bin and Son Ye-jin shot an ad together after admitting they were dating.

 

The Philippine news agency 'SMART AKO' released an ad video featuring Hyun Bin and Son Ye-jin on its YouTube channel on the 14th.

 

It was a short video for about a minute. Nevertheless, he left a strong impression. It depicts the two meeting in a cross-strait relationship between reality and the Internet world.

 

 

In the behind-the-scenes video of the advertisement, the two expressed their feelings by saying "Welcome" in Filipino. The sweetness caught my eye.

 

 

Hyun Bin and Son Ye-jin said, "I hope that the atmosphere of the scene will be delivered well as this video was also very enjoyable." His natural appearance made him feel happy.

 

 

Netizens' reaction was hot. It has drawn attention not only from Korea but also from overseas fans. "You two look great together," "I'm happy for both of you."

Source: dispatch

 

Edited February 15, 2021 by Chocolate

[Chocolate]

 

Advertisement video released with Hyunbin and Son Yejin

2021.02.15 W HOT ISSUE

 

A walk full of affection after acknowledging devotees.

 

 

An advertisement featuring the entertainment industry's representative couple, Hyunbin and Son Yejin, appeared in the search word.

 

Spoiler

A Philippine news agency released an advertisement video featuring Son Ye-jin and Hyun-bin together through an official YouTube channel. In fact, the two aren't doing anything great in the ad. They just look at each other while looking for each other in a car, looking at their smartphones, smiling naturally and looking at each other. That's enough. A visual like a movie has already appeared, and that alone has a huge topic. Son Ye-jin and Hyun-bin said "Welcome" in Filipino (Tagalog) in this video, and added, "As this video was also very enjoyable, I hope that the atmosphere of the scene will be conveyed well."

 

 

Following the movie 'Negotiation', the two paired together in the tvN drama 'Crash Landing on Love'. The rumors of dating rose several times, but after denying several times, on January 1, each agency officially recognized the dating. Exactly when the two filmed the advertisement was not disclosed. However, unlike any other star who hides and has a secret relationship, it draws more attention because it is a proud move. And it's cool.

 

Spoiler

 

 

Marriage rumors have emerged after the recognition of dating, but it also seems that they do not pay much attention. As Son Ye-jin admitted to public dating for the first time after his debut, and news of Hyun Bin's purchase of a new high-end villa in Guri-si, Gyeonggi-do, there was a story that "they are about to get married." Hyeonbin's agency immediately refuted it, saying, "The speculation that you bought a newlywed house is not true."

Source: wkorea

 

Edited February 15, 2021 by Chocolate