The construction industry is evolving its promotional strategies, moving away from high-end materials and celebrity endorsements to focus on everyday life and the experiences of actual construction workers. This shift aims to create relatable content that connects with consumers on a personal level.
According to the construction sector, KCC Construction's residential brand SWITZEN released its '2026 TVCF Great Household Chores' on its official YouTube channel in August, which has since surpassed 73.2 million views as of today. This figure exceeds the 53.47 million views of last year's award-winning ad 'Let's Go Home' in just two months.
The 1 minute and 55 seconds video does not showcase apartment exteriors, community facilities, or advanced technologies, nor does it feature any famous celebrities. Instead, it highlights the time and effort that goes into maintaining a home through everyday chores like laundry, dishwashing, and caregiving.
There is also a noticeable change in how the construction industry presents itself. The Korea Construction Technicians Association and Samho Development released a hip-hop music video titled 'Construction Vibe - The Man Who Breaks Through,' featuring Kim Young-hoon, a senior worker at a tunnel site, rather than a celebrity. The video, which captures the hardships of the job and pride in family and profession, has garnered over 380,000 views.
An association official explained that this approach was adopted due to the limitations of traditional promotional methods. “No matter how much we explain the importance and achievements of construction, there were limits to changing perceptions,” the official said. “The younger generation views construction as a rigid and outdated industry, so we first considered what people could relate to.”
Construction companies are also utilizing YouTube as a platform for consumer engagement rather than just advertising. GS Construction's Xi TV has 732,000 subscribers, while Lotte Construction's OK Lotte Castle has 496,000, Hyundai Construction's Hillscasting has 334,000, and Posco E&C's The Shop TV has over 313,000 subscribers.
The content goes beyond just introducing new developments or technologies. GS Construction has uploaded videos of resident golf tournaments and concerts held at new complexes. Lotte Construction's OK Lotte Castle features not only information about residential brands like Lotte Castle and Leel but also real estate insights, entertainment, documentaries, and short-form content.
There are also instances where employees become the stars of the content. Samsung C&T's construction division showcases 28 different roles, including construction, safety, design, data analysis, construction robotics, and interior design, through employee narratives on its official YouTube channel 'Samul Store.'
While traditional advertising featuring famous models has not disappeared, the industry recognizes the need for diverse promotional methods due to the pressure of continuously hiring well-known stars and the necessity for brand differentiation. An official from a major construction company noted, “It’s not easy for brands that previously used top stars to switch to relatively lesser-known models, as it could harm the existing brand image.”
This shift presents new opportunities for mid-sized and small construction firms, as one mid-sized company representative stated, “Many companies still prominently feature celebrities, cutting-edge technology, and high-end materials. Competing in that space can be challenging, so we focus on connecting with people’s everyday lives and building empathy.”
* This article has been translated by AI.
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