'Did the fan club make this ad?' — CU expands RESCENE brand campaign

Convenience store chain CU announced Tuesday that it is launching a brand campaign titled "Every Scene of Daily Life, CU" alongside its brand model RESCENE.

CU released a brand film marking the campaign's launch on its YouTube channel "CUtube" and on Instagram. The film features RESCENE members enjoying everyday moments at CU stores. The video accumulated 600,000 views within a day of its release and drew around 3,000 comments. Viewers praised the clip with remarks such as "It feels like the fan club Remind was behind the concept" and "It really brings out the members' charm."

RESCENE promotional materials will be displayed across CU's roughly 18,800 stores nationwide, with the group's images appearing on full-size posters, product promotions and service promotions. Members' messages will also be broadcast through in-store POS terminals and speakers. When a customer pays for a discounted item at the POS, member Woni announces, "This item is on sale!" At certain times of day, members Minami and Jena promote CU's keeping coupons.

Customers can also encounter RESCENE through CU's in-house commerce app Pocket CU. On CU's official SNS channels, the company plans to run events offering photo cards and handwritten-signature Polaroids to customers who post verification shots of in-store RESCENE promotional materials or screenshots of the brand film. In addition, CU plans to roll out collaboration products with RESCENE starting this month.

Kang Byeong-hak, head of BGF Retail's brand marketing team, said the company hopes "CU will become another live content stage where artists and their fandom can meet," adding that "CU will continue to introduce campaigns and products that let customers encounter artists in a familiar way, in the everyday spaces closest to them."