Hard-nosed firms adopt soft advertising: South Korean B2Bs embrace narrative and short-form content

Once defined by their technical expertise and production capacity, South Korean business-to-business (B2B) companies are now embracing a softer, more narrative-driven approach in their advertising. Firms like HD Hyundai, POSCO, and OurHome are moving away from highlighting sheer scale and technological might, opting instead for storytelling, relatable characters, and the popular short-form video format.

Excavators are becoming wedding protagonists, and the shipbuilding industry is being framed as a quest for "truly cool men." Logistics centers are transformed into DJing stages. This evolution in advertising grammar sees companies in sectors like shipbuilding, construction machinery, steel, and logistics engaging the public through narratives and short videos, making industries often distant from daily life more accessible.

HD Hyundai has been particularly active in this shift, launching campaigns that build a friendly and witty image. Their recent advertisements feature themes like "My Land-loving Daebari" for HD Hyundai Infracore, "Fueling Warrior Oil" for HD Hyundai Oilbank, and "Truly Cool Man" for HD Hyundai Heavy Industries. The integrated launch advertisement for HD Hyundai Construction Equipment reimagined the corporate event of a merger as a wedding and a robot transformation narrative, aiming for universal relatability across cultures and nationalities. This campaign garnered over 100 million views on Instagram.

Other companies are following suit. POSCO uses its official YouTube channel to present steel industry content in a more lifestyle-oriented manner through characters and short videos. OurHome has captured attention by using logistics centers and cafeterias as backdrops for DJing content. These efforts are driven by the changing communication landscape, where platforms like YouTube and Instagram have become primary channels for shaping corporate image, broadening the promotional audience to include the general public and potential employees.

Securing recruitment competitiveness is a key driver behind this strategy. HD Hyundai specifically targets the 20s and 30s demographic and job seekers unfamiliar with manufacturing for its heavy industries advertisements. As the group, renamed from Hyundai Heavy Industries Group to HD Hyundai in late 2022, expands its business scope, attracting future talent has become crucial. A company representative stated, "Through advertising, we aim to foster a positive perception of the company among the 20s and 30s generation at the group level."

“

Through advertising, we aim to foster a positive perception of the company among the 20s and 30s generation at the group level.