Gmarket’s Music Ad Campaign Wins Bronze at Spikes Asia 2026 – Seoul Economic Daily
Gmarket has recently been honored with a Bronze award at the 2026 Spikes Asia for its innovative music ad campaign. This prestigious advertising festival in the Asia-Pacific region acknowledged Gmarket for its creative approach in promoting the G Rock Festival through a brand advertising campaign that lasted five months, beginning in September of last year.
The overarching theme of the campaign was centered around the concept of “enjoying shopping like a festival,” which aimed to highlight Gmarket’s flagship events such as “Big Smile Day” and the “Lunar New Year Big Sale.” The focal point of these festivities was the G Rock Festival, also known as the Gmarket Zillerock Festival, which took place from the 1st to the 3rd of each month.
To bring the campaign to life, Gmarket collaborated with renowned singers from various music genres and cleverly intertwined shopping categories with wordplay based on the lyrics of their iconic songs. This innovative approach resulted in the creation of engaging cultural content that resonated with a wide audience. A total of 10 artists, including Kim Kyung-ho, Park Wan-kyu, Cherry Filter, Sul Woon-do, Kim Jong-seo, Hwanhee, Min Kyung-hoon, Ailee, Jaurim, and H.O.T., participated as advertising models, adding their unique flair to the campaign.
Over the course of five months, from September 2025 to January 2026, Gmarket released a total of 36 serialized advertisements that collectively garnered an impressive 210 million views on YouTube. The success of this campaign has spurred Gmarket to prepare for the launch of a new brand advertising initiative in the first half of this year, building upon the momentum generated by the G Rock Festival campaign.
A spokesperson for Gmarket expressed gratitude for the recognition received at the 2026 Spikes Asia award ceremony, emphasizing the significance of combining content and commerce in advertising strategies. The spokesperson highlighted the importance of creating marketing campaigns that not only capture domestic audiences but also resonate with international consumers. Moving forward, Gmarket is committed to enhancing its brand competitiveness through content-driven marketing endeavors that connect with customers on a deeper level.