Gmarket said on the 13th that its in-house brand advertising campaign won bronze in the music institutional sector at the Asia-Pacific's top advertising festival, the 2026 Spikes Asia.
The Gmarket brand advertising campaign, pushing the concept of "enjoy shopping like a festival," ran for about five months starting in September last year. Centered on "G Rock Fest (Gmarket Ziller Rock Festival)," held from the 1st to the 3rd of every month, it focused on promoting Gmarket's key promotions, including "Big Smile Day" and "Seollal Big Sale."
Famous singers from different genres took part in the campaign, presenting content that combined shopping categories with wordplay woven into the lyrics of their signature songs. This approach left a strong impression on consumers and drew attention as a new form of cultural content. As advertising models, a total of 10 teams participated, starting with Kim Kyung-ho, Park Wan-kyu, and Cherry Filter, followed by Sul Woon-do, Kim Jong-seo, Hwanhee, Min Kyung-hoon, Ailee, Jaurim, and H.O.T.
Online response was also strong. Over the five months from September 2025 to January 2026, a total of 36 serialized ads were produced, and cumulative YouTube views reached 210 million.
Following this win at a global advertising festival, Gmarket is set to continue its success at domestic advertising awards. At the 33rd Advertising Awards on the 13th, it was selected for the grand prize in the integrated media campaign institutional sector and the top excellence award in the TV advertising institutional sector.
Within the first half of this year, Gmarket plans to unveil a new brand advertising campaign following the G Rock Fest campaign. A Gmarket official said, "This award is the result of an advertising campaign that combined content and commerce receiving meaningful evaluations at home and abroad," adding, "We will continue to strengthen our brand competitiveness through content-driven marketing that resonates with customers."
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