Atome names ASTRO as first global celebrity brand ambassador
The popular six-member K-POP music group will headline Atome’s #OwnTheExtraordinary holiday shopping campaign from now until end of year
Formed in 2016, ASTRO is one of the most popular South Korean music groups and comprises six members: MJ, JinJin, Cha Eun-Woo, Moon Bin, Rocky and Yoon San-Ha. Since their debut, ASTRO has gained rapid popularity among Gen Z and millennials fans in Asia, amassing over tens of millions of followers across social media platforms. The group recently released their eighth Mini album “Switch On” in August with the music video of the title song “After Midnight” garnering over 30 million views on YouTube and winning notable recognitions from “Music Bank”, “Show! Music Core”, “The Show” and “Show Champion”. ASTRO member Cha Eun-Woo has also starred in hit Korean dramas such as True Beauty, Rookie Historian Goo Hae-ryung and My ID is Gangnam Beauty.
As Atome’s global brand ambassador, ASTRO will also headline Atome’s upcoming holiday shopping campaign, #OwnTheExtraordinary, starting today and lasting until the end of year. The regional campaign will be a 360-degree campaign with a series of online and offline interactive challenges, activities and promotions over the four-month period.
In Singapore, Atome partners with over 2,000 online and offline retailers, including ZALORA, ZARA, Marks & Spencer, Nike, SHEIN, Adidas, BHG, PEDRO, Sephora, Fresh, Innisfree, Laneige, Jean Yip, Dyson, CK Calvin Klein, Mulberry, Coach, Salvatore Ferragamo and Stella McCartney across key shopping categories such as beauty, fashion, travel, homeware and lifestyle.
“We’re thrilled for ASTRO to be Atome’s new global brand ambassador. Atome is a brand that empowers young consumers to pursue their aspirations and passions. ASTRO is a group that wants to seek to inspire, connect and grow with their fans through music, and fits well with their direction. We hope this collaboration will bring positivity and inspiration to our millions of fans across Asia,” said Fantagio, agency of ASTRO.
“We see great synergy from this collaboration. Both Atome and ASTRO have similar values in inspiring and empowering young, digital savvy consumers in a positive way. ASTRO has a deep, passionate fan base across our key markets in Asia. Our first shopping campaign together, #OwnTheExtraordinary, inspires young consumers to take positive steps to improve themselves, and develop their hobbies and aspirations during this holiday shopping season,” said Rainal Lu, Atome’s Regional Head of Growth.
Kannan Rajaratnam, Director of Payments of ZALORA, said: “We’re excited to be part of Atome’s #OwnTheExtraordinary campaign. We look forward to connecting with ASTRO’s fans in the region. Fans can look forward to shopping on ZALORA to get their perfect K-pop outfits or purchase their favorite K-beauty brands. Our partnership with Atome, provides customers with more flexible payment options that will make their year-end shopping easier and budget friendly, spreading more joy during the festive season.”
“We are excited to be part of Atome’s #OwnTheExtraordinary campaign. At BHG, we have always been focusing on driving delightful customer experience, with an omnichannel retail approach. With Atome now available at BHG, we are able to excite our customers even more with flexible payment options for their purchases,” added Leow Shu Pin, Head of Marcom and Digital, BHG.
“We’re very excited to be part of Atome’s #OwnTheExtraordinary campaign. ASTRO has a huge fanbase of young, digital-savvy shoppers across Asia and we’re hoping to connect with these fans during this exciting festive shopping period. By working with Atome across the region, we are able to introduce a safe, secure and flexible payment option for our consumers,” said Darren Marc Tan, Global Marketing Manager, PEDRO.
The #OwnTheExtraordinary campaign will feature exclusive deals and rewards from brands such as ZALORA, Shein, BHG, Marks & Spencer, Sephora and PEDRO and will cut across major festive seasons and sales events, including 11.11, Black Friday Cyber Monday, 12.12 and Christmas celebration.
The campaign will launch with a series of online teaser activities in Singapore, followed by the Extraordinary Experiences challenge on Atome SG Instagram account, flash vouchers and Spin and Win, with exclusive ASTRO merchandise to be won. There will also be interactive content on smart spending and shopping advice to help Singapore shoppers make smart purchasing decisions and manage their spending.
Atome is a leading buy now pay later platform in Asia, partnering online and offline retailers to increase conversions and grow average orders and customer segments. It currently partners over 5,000 online and offline retailers in nine markets (Singapore, Indonesia, Malaysia, Hong Kong, Taiwan, Vietnam, Philippines, Thailand and mainland China). Key merchant partners include Sephora, Agoda, ZALORA, SHEIN, Zara, Marks & Spencer, Charles & Keith, Aldo and Pandora. For consumers, Atome offers choice, convenience and flexibility in how they choose to shop and pay. Atome is part of Advance Intelligence Group, one of the largest independent technology startups based in Singapore. Founded in 2016, the Group has presence across South and Southeast Asia, Latin America and Greater China. The Group is backed by top tier investors SoftBank Vision Fund 2, Warburg Pincus, Northstar, Vision Plus Capital, Gaorong Capital, Pavilion Capital, GSR Ventures and EDBI.