Banks favor ‘MZ technology’ celebrities for advertising and marketing in digital period

Banks favor ‘MZ technology’ celebrities for advertising and marketing in digital period

The Korea Times


Banks favor ‘MZ technology’ celebrities for advertising and marketing in digital period

By Yi Whan-woo

Banks are hiring celebrities of their 20s or 30s as promoting fashions, to higher enchantment to the so-called “MZ technology,” a Korean time period referring to millennials and Technology Z.

The technique is believed to be aimed toward refreshing banks’ model photos amid the speedy transition to digital banking which is most well-liked by the younger generations.

A promotional image for Hana Bank's MyData service starring actress Kim Yoo-jung / Courtesy of Hana Bank
A promotional picture for Hana Financial institution’s MyData service starring actress Kim Yoo-jung / Courtesy of Hana Financial institution

The banking business up to now was extra open to hiring celebrities throughout age teams, corresponding to late TV present host Music Hae who starred in Industrial Financial institution of Korea (IBK) advertisements earlier than he handed away final month at age 95.

On Monday, Hana Financial institution introduced that 22-year-old actress Kim Yoo-jung will likely be its new featured mannequin, along with prime Premier League participant Son Heung-min who has appeared within the financial institution’s advertising and marketing content material since Might 2018. Son turns 30 this week.

“We determined to work with Kim as a result of her energetic and pleasant picture matches with the company values that we aspire to,” Hana Financial institution mentioned in a press launch.

In relation to Son, the corporate expressed hopes that the footballer and Kim can “symbolize its efforts to connect with all generations by means of new and revolutionary providers.”

Kim will star in a business for a digital banking service being developed in regard to MyData, the government-led challenge aimed toward permitting licensed service suppliers to gather and analyze private information from throughout the finance sector.

KB Kookmin Financial institution launched a brief video in February for its banking app Liiv M, starring Music Kang and Kim Do-yeon.

The footage is themed on a romance between Music and Kim, each of their 20s, who performed main roles in a number of TV dramas and are well-liked among the many MZ technology.

Final September, KB Kookmin Financial institution additionally launched video footage starring Ok-pop lady group aespa for Liiv M.

The YouTube add obtained greater than 745,000 views quickly after its launch, with quite a few replies posted in several languages and from totally different international locations.

KB Kookmin Financial institution assessed again then that the video’s theme of connecting actual and cyber areas appealed to younger viewers in varied areas globally.

Woori Monetary Group chosen Ok-pop solo singer IU for its new business after ending 23 years of government-led possession and turning into privatized in December.

The banking group mentioned its resolution got here after IU obtained the very best variety of suggestions in a survey of its workers aged between 20 and 50 regarding who will likely be appropriate as the brand new business mannequin.

Generally known as a singer and actor, IU may even have a optimistic affect on donation and charity drives.

“Her spirit of professionalism and philanthropy is precisely in step with the environmental, social, and company governance (ESG) management pursued by Woori Monetary Group,” the corporate defined.

At IBK, actor Lee Je-hoon has succeeded Music Hae as its major promotional mannequin.

Lee, 38, has starred in quite a few dramas and films, together with the 2020 Netflix authentic movie “Time to Hunt.”

In 2019, he was named a “mannequin taxpayer” by the Nationwide Tax Service and served as its promotional ambassador for a yr.

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