Korea's leading funeral service company, Boram Alliance, announced on the 11th that it participated in the Coupang Play series 'Office Workers' Season 2 Episode 1 as a product placement (PPL).
This collaboration stemmed from the explosive attention gained when it became a meme online that actor Hyun Bong-sik's real name is 'Hyun Boram' during the previous season. A chance connection has led to actual production sponsorship, drawing unusual attention.
In the opening episode of 'Office Workers' Season 2, Boram Alliance appears in a concept where it commissions DY Planning, a marketing agency led by Shin Dong-yeob, to devise 'innovative marketing strategies that can communicate widely with the younger generation.' This scene clearly shows Boram Alliance's determination to break away from its old-school image and expand its outreach to the younger generation.
The conference room of DY Planning, which received the request from Boram Alliance, was truly a 'gathering of laughter.' Employees could not hide their astonishment at the fact that a funeral service, which they thought was solely about funerals, is actually a total life care corporation that encompasses various services such as weddings, pets, and bio-jewelry. Just when they seemed momentarily flustered by the unexpected development, a flood of unconventional ideas poured in, and the conference room quickly transformed into a lively session filled with spontaneous ad-libs, providing great entertainment. It is said that the unique cheerful chemistry of DY Planning unfolded from there.
A representative from Boram Alliance noted, 'Last season, actor Hyun Bong-sik's real name 'Hyun Boram' naturally evoked our brand, fostering a sense of familiarity with the public.' He added, 'We hope that through this content collaboration, Boram Alliance's modern and flexible image will be naturally etched in the minds of potential customers in the MZ generation in a more friendly and innovative way.'
Boram Alliance is looking forward to this collaboration not only enhancing its brand image but also creating new customer touchpoints in line with changing consumer trends. Anticipation is building for the unique strides of Boram Alliance, which has led the funeral service culture in Korea through customer-centric services and constant innovation.