May 07, 2004 18:26
Top Korean star Jeon Ji-hyun is making waves in the Chinese mobile market. VK Corporation, a domestic phone maker, said that after featuring Jeon in its commercial TV ads in China, they saw its first quarter sales soar 40 percent compared to the prior quarter.
This figure is quite astonishing, considering the fact that the period from January to March is a traditionally weak season for cellular phone sales. The TV commercials were aired throughout China through CCTV and Shanghai TV.
After airing TV ads, VK described it as the "Power of Jeon" because regional sale centers were scrambling to benefit from the so called "Jeon Effect," saying they would also hold a special promotion if Jeon personally appeared before Chinese consumers.
The ads were so powerful in improving the company's brand image that even upon hearing the name VK, the image of Jeon comes up in people's minds, said a company official. VK is also eyeing another similar "Jeon Ji-hyun" effect with the planned opening of the Gwak Jae-yong film "I Got You Babe, " which will be simultaneously released in China and other Asian markets. The Korean phone maker signed a Product Placement (PPL) agreement with Gwak to show their phones in the movie.
Jeon is scheduled to shoot her second promotion for VK cell phones in Shanghai. In that promotion, she plans to shed her lively image and show off her charms as a career woman.
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