‘Shop a new trend’ says Shop CJ in new campaign

26 May,2015

By A Correspondent


When home-shopping and e-commerce players in the market are offering deals and discount to attract customers, Korea based home-shopping player Shop CJ has taken a different approach. The differentiating strategy is to offer products associated with trendy lifestyle, which aims to improve the lifestyle of people by helping them shop a new trend. As part of its rebranding initiative, the company created its first TV commercial, directed by the national award-winner Pradeep Sarkar. The film conveys company’s new philosophy and brand identity. It shows the name of Star CJ alive being changed to Shop CJ.


Kenny Shin

Kenny Shin, CEO, Shop CJ, says, “We are trying to change the overall perception of the home–shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly and cost-effective products to the customers.”


Donald Kwag, head of marketing, says, “The television commercial is to convey company’s new philosophy and the name change. We are pushing it aggressively on social media as well.”


The new brand tagline – ‘shop a new trend’, which is  unveiled in the TV advertisement, signifies company’s product offering that are in synch with customers lifestyle and latest trend. The TVC is featuring real life people sharing their story and proud moment with Shop CJ’s products.


The film is conceptualized by the creative agency Percept H, which is a 50:50 joint venture between India’s Percept and Japan’s Hakuhodo Inc. The 30 and 60-second versions of the commercial will air on various channels of Star Network from May 2015.


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