Conveying the differentiated expertise and premium value unique to the LX Z:IN brand
Expressing the brand story through the visual beauty of model Jun Ji-hyun's everyday life
LX Hausys is rolling out a new advertising campaign to promote the differentiated expertise and premium value unique to its interior brand 'LX Z:IN.' In line with a consumer trend that places importance on the completeness of a space, the campaign focuses on visually emphasizing the lifestyle and product philosophy the brand pursues.
For this campaign, LX Hausys unveils new advertisements featuring its advertising model, actress Jun Ji-hyun, who introduces the key features and brand philosophy of major LX Z:IN products such as windows and doors, flooring, and wallpaper. Jun Ji-hyun's refined image blends with the sophisticated spatial styling that LX Z:IN pursues, conveying the brand identity in a more intuitive way. Centered on the message 'Be greedy with LX Z:IN,' the advertisement expresses a premium lifestyle, trustworthy product quality, and technological prowess through sensuous visual beauty. The composition naturally stimulates consumers' desire to complete a higher level of space in their everyday lives.
In particular, the ad showcases the strengths of LX Z:IN's flagship products through detailed footage: windows and doors that combine an open feel with insulation performance backed by technology and solid construction quality; eco-friendly flooring and wallpaper that consider even the family's health; and engineered stone that resists staining and scratches for outstanding everyday durability. A defining characteristic is the balanced portrayal of the products' functionality and aesthetic completeness. In addition, by showing model Jun Ji-hyun enjoying a relaxed daily life in an upscale space completed with LX Z:IN windows and doors, flooring, and wallpaper, the ad persuasively unfolds the brand story: 'the reason we, who don't want to give up on anything, live with LX Z:IN.' Through this, the company sought to naturally enhance trust in its products and affinity for the brand.
Alongside this, LX Hausys also unveils 'empathy-driven product ads' with a concept of recommending products tailored to diverse lifestyles, including newlyweds, families with young children, households with pets, and families who have purchased their own home. Set against situations that reflect the housing concerns real customers face, the ads propose interior solutions suited to each household. For newlyweds, it recommends the wallpaper 'Diamant Fortis,' which can quickly change a home's atmosphere; for families with children, the flooring 'X Comfort,' which eases concerns about inter-floor noise. For pet-owning households, it suggests the slip-resistant flooring 'Editon Maru & Stone,' and for families who own their home, the windows and doors 'View Frame,' which feel like a brand-new home for a lifetime — drawing customers' empathy through these short-form (short video) advertisements.
LX Hausys plans to roll out this brand advertising campaign primarily across various digital media such as YouTube and major social media platforms, steadily expanding its points of contact with customers who are familiar with smartphones and online channels. The strategy is to strengthen brand awareness by simultaneously targeting the MZ generation, which actively consumes digital content, and the core demand base of consumers in their 30s and 40s.
An LX Hausys official said, "With the late-autumn interior peak season upon us, we have launched a new brand advertising campaign that can showcase LX Z:IN's outstanding product capabilities and differentiated expertise," adding that the company will continue to carry out a variety of marketing activities that help address customers' interior concerns.