Celebrity Endorsement by Jay Park

 

Riding on the Korean wave, Denizen engaged Jay Park as their brand ambassador for the first half of this year. During this period, he was involved in photo shoots for Denizen’s advertisements, DD dance as well as a music video. The DD dance was a flash mob that was quite well received in Korea.

Recognising that his personal traits and style was a fit for Denizen’s brand personality, Denizen outlets  in Singapore also used the marketing collaterals with him in it and played his songs in the stores. His presence did created a hype in Singapore, especially amongst his fans, when he was in Singapore on 23 July 2011.

However, from our survey of 65 respondents, there was a low level of awareness that Jay Park was Denizen’s brand ambassador. When we showed a photo of Jay Park in the survey, only 19% of the respondents could recognize him. Furthermore, there was only 3 respondents who knew that he was Denizen’s endorser. However, from our interview with Denizen’s brand manager from Jay Gee, they found that Jay Park was suitable as brand ambassador thus they introduced Jay Park into Singapore.  Nonetheless, there was a lack of awareness as the campaign only ran for a few weeks with them putting up some of the advertisements with Jay Park and playing Jay Park’s songs in Denizen stores. A longer period of campaign would be required for it to take effect.