Korean trot singer Kim So Yeon’s 3D Billboard Campaign signals New Role for OOH Media Owners in Entertainment Marketing
The 3D billboard campaign celebrating South Korean trot singer Kim So Yeon is more than a fan driven birthday tribute. It reflects a broader transformation taking place in the Out of Home industry in South Korea, where Newspaper OOH media owners are evolving from advertising platforms into active participants in the entertainment ecosystem.
As newspaper companies invest in premium digital screens, they are increasingly supporting artists, fan communities, cultural events, and audience engagement initiatives rather than simply displaying commercial advertising. The latest campaign featuring Kim So Yeon demonstrates how digital Out of Home media is becoming a platform for entertainment experiences and fan interaction.
To mark the singer’s birthday on May 25, her fan club “Soyeonseongchwi” launched a special advertising campaign on the landmark digital screen of Dong A ILBO in Seoul’s Gwanghwamun district. The project was the first birthday support campaign for a trot singer on the fan voting platform Trotpick and also the first artist content created by Dong A Media Group using anamorphic 3D technology.
Produced by Channel A B&C, the content utilized AI based anamorphic techniques to create the illusion that Kim So Yeon was emerging from the screen and greeting citizens in the heart of Seoul. The immersive visual effect, which enhances depth and spatial realism from specific viewing angles, attracted attention from both fans and the general public.
According to Trotpick, the campaign was designed as an interactive experience that could be enjoyed by fans and pedestrians alike. Visitors who gathered at the site shared photos and videos across social media, further amplifying the campaign’s reach beyond the physical location.
The celebration extended beyond Gwanghwamun. Additional digital advertisements were displayed in Seoul’s Myeongdong district, while commemorative advertisements also appeared in Dong A Ilbo newspaper. The multi platform approach highlighted the growing influence of fan communities and their ability to mobilize media campaigns across multiple channels.
Kim So Yeon has maintained a close relationship with Trotpick since 2021, receiving various promotional rewards through fan voting initiatives. In 2025, fan support helped secure her appearance on Channel A’s “Happy Morning,” where viewers and fan participants created one of the program’s most enthusiastic audience responses.
For the Out of Home industry in South Korea, the campaign underscores a larger trend: digital media owners are no longer just selling advertising space. They are becoming partners in content creation, audience engagement, and entertainment marketing, expanding the role of OOH far beyond traditional advertising.