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[NEWS] Hyundai hopes to tap teens with YG

Two leading trendsetting companies in Korea – Hyundai Card and YG Entertainment – unveiled the result of their brand management and marketing collaboration yesterday.

Under the deal, Hyundai is helping YG Entertainment spiff up its brand by providing its expertise in brand building and design. In return, YG is teaching the card company how to understand consumers in their teens and 20s.

Hyundai Card, an affiliate of Hyundai Motor Group, said in a release yesterday, the two companies had collaborated on an album cover and music video.

Hyundai has caused sensations in Korea by hosting high-profile pop concerts by artists such as Lady Gaga and Beyonce. Its innovative marketing campaigns, including TV commercials and advertising designs, elevated the company to the second tier of the country’s credit card market in a short period of time.

YG Entertainment, a leading management company for artists of the Hallyu, or Korean wave, has artists including Big Bang and 2NE1 in its stable. It is one of Korea’s top three pop artist management companies along with SM Entertainment and JYP Entertainment.

“An entertainment company and a credit card company have different approaches in terms of brand management and we wanted to help each other by sharing know-how,” a Hyundai spokesman said. “By learning how to understand consumers in their teens and 20s, we can expand our future customer bases.”

In their first collaboration, Hyundai Card designed Big Bang’s new album cover and produced a music video for the popular boy band’s album. The video, for a song entitled “Monster,” features fonts used by Hyundai Card in its marketing materials.

The song “Monster” recorded by lesser-known musicians will also be available for downloading at Hyundai Card Music, a music Web site. The card company will help the musicians build their reputations, it said.

“We are going to do more than share our expertise and will come up with valuable cultural content,” the spokesman said.

Source: JoongAng Daily