HSAD said Wednesday that a new advertising campaign it produced for the radiofrequency lifting medical device “DENSITY” has surpassed 20 million cumulative views within three weeks of its launch.
The campaign promotes the release of “Alpha Tip,” a third-generation attachment for DENSITY developed by Jeisys Medical. The new tip features an improved electrode design that enhances the efficiency of radiofrequency energy delivery. Its expanded electrode surface enables more uniform transmission of monopolar and bipolar energy deep into the skin.
HSAD said the campaign targeted high-engagement consumers with prior experience in lifting procedures, focusing on their expectations for more advanced technology. Unlike conventional advertisements that emphasize a model’s physical appearance, the campaign differentiates itself through a narrative-driven approach featuring actor Lee Young-ae, combining a charismatic voiceover with emotionally driven storytelling.
The use of a one-take filming technique reinforces the message, “I will choose my own destiny,” enhancing viewer immersion. The campaign has been credited with effectively conveying DENSITY’s technological innovation and brand value through the actor’s performance.
HSAD implemented a multi-channel media strategy, combining television commercials with digital platforms such as YouTube, as well as outdoor advertising in key commercial areas in Asia. The company said it focused on regions and channels with high concentrations of target consumers to accelerate early-stage reach.
An HSAD official said the campaign redefined messaging and creative execution to strengthen the brand’s differentiated position in the premium lifting market.
“We will continue to deliver marketing that expresses the core competitiveness of our brands through differentiated creative strategies,” the official said.