MORE THAN for its products, direct selling company, FrontRow, has initially caught the public’s attention with its powerhouse line-up of endorsers.
World boxing champion Floyd Mayweather and Miss Universe Queens Demi-Leigh Nel-Peters (2017 winner), Iris Mittenaere (2016), and Pia Wurtzbach (2015) spearheaded high-profile marketing blitzes this year for the health, beauty, and wellness firm. Former beauty queen Dayanara Torres also flew in recently for a brief modeling stint for FrontRow. Joining the roster of international stars are local celebrities Daniel Padilla and Kathryn Bernardo, James Reid, Cristine Reyes, and Ellen Adarna, to name a few.
Early this month, FrontRow took its advertising campaign to a whole new level by contracting Momoland as its newest superstar models. Momoland, one of Korea’s biggest K-pop girl groups, even held an exclusive fan meeting for select FrontRow members.
“Many were skeptical that we could get Momoland as our endorsers. But we proved that dreams do come true for our members,” said actor-director-entrepreneur Raymond “RS” Francisco, who is, together with Samuel Verzosa, behind FrontRow.
But even before Momoland, FrontRow started its foray into K-poplandia in mid-2018 with its sponsorship of Hello K-Idol, a talent search for the “ultimate Filipino K-pop idol” conceptualized by VIU, an online platform. Korean performers Yook Sungjae of BtoB and rocker Jung Joon Young were part of the series as “K-inspirations.”
At a press conference held at the newly opened FrontRow office in Quezon City, Mr. Francisco said they chose Momoland after conducting a survey on the most popular Korean group in the Philippines. The nine-member band behind such K-pop hits as “Bboom” and “Baam” easily topped the list. Its leading member, Nancy, is even more recognizable in the country due to her uncanny similarity to local actress Liza Soberano.
It was Momoland’s second visit to Manila this year. They were also here in August for a fan meeting at the Solaire Resorts and Casino.
“It’s always a treat to go the Philippine and see our Merries (the name of the group’s fans). But our visit this time around is different as we are now part of FrontRow,” said Daisy.
Aside from Nancy and Daisy (the members all use only one name), Momoland members JooE, Hyebin, Ahin, Nayun, Taeha, and Jane participated in the activities. Yeonwoo was unable to attend due to illness.
The latest visit also brought them to Vigan, Ilocos Sur for a mini-concert; a low-key hospital charity event to bring cheer to patient-fans; a series of video and photo shoots; a press conference for their public fan meeting at the Araneta Coliseum on Jan. 25; and, most importantly, the intimate gathering with FrontRow members.
“We are happy that you (Momoland) are part of FrontRow and the growing number of believers in our products,” said Mr. Verzosa.
During the fan meeting, Momoland members were armed with their trademark charm and cuteness, even agreeing to join a flash mob for the show’s opening.
The group sang “Baam” as its curtain raiser and then went on to play some games with their fans. There were several highlights in the fan meeting, such as the girls’ singing of an excerpt of “Bakit Ngayon Ka Lang” at the prodding of host Tim Yap. They also played the “What’s-in-the-Box” game, touching mysterious items inside the box and guessing what these were. The Momoland ladies also danced with one of their biggest male fans.
They closed the fan meeting with their biggest hit, “Bboom,” promising to return next month for a bigger show at the Big Dome.
Following the group’s success with the album, Great, fans are eagerly awaiting the release of Momoland’s next CD or extended play. When asked about their preferred theme for their next album, they said they are looking at a “girl crush” concept, where the members will be depicted as fierce and confident women, a 180-degree turn from their current sweet image.
But it is Momoland’s wholesome and amiable persona that FrontRow hopes will help sell the company and its products.
“Expect a lot more surprises from FrontRow soon,” said Mr. Francisco, hinting that there will be bigger star-endorsers in 2019.
For now, Momoland is front and center. — Pamela Cruz