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Turner creates campaign that contrasts Singapore boyfriends with stars of K-drama

A recent campaign for the TV channel Oh!K which focuses exclusively on Korean entertainment contrasted the average Singaporean ‘bro’ to the ‘bro’ or ‘oppa’ from Korean soap operas.

The campaign was created by the Turner Asia-Pacific marketing team in collaboration with local content firm Goodyfeed.

The campaign bore a close resemblance to yet another recent campaign, this one created for the Viu app on Singtel Cast which also specialises in Korean soaps.

Korean Boyfriend vs Your Boyfriend

If you've ever wished your boyfriend was more romantic, these Korean Oppas on Viu Premium will show them the way. And it’s cheaper on Singtel CAST!Find out more here: http://bit.ly/tslxsingtelcast

Posted by TheSmartLocal.com on Friday, 11 January 2019

However, according to Turner Asia-Pacific’s vice president of general entertainment Marianne Lee, the approach was first deployed to promote the hit drama series Goblin as far back as end 2016.

Speaking about the current campaign for Oh!K, Lee said: “The K-drama fantasy versus reality is a humorous promotional approach that is based on our insight and understanding of the fans of our Korean channel.

“What really appeals to them is the escapism and the notions of romance that many fantasize, laugh and cry about.

“The current Valentine’s Day campaign is a continuation of a winning formula that fans can really enjoy and relate to.”

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