It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

KB Securities advertising, Park Eunbin dressed up as a goblin

Hello, this is Korea advertising.

1. Advertising Overview: Special Meeting between Park Eun-bin and KB Securities

In the second half of 2024, KB Securities introduced a unique advertisement using actor Park Eun-bin as a model as part of its new brand campaign. Particularly noteworthy is that Park appears dressed up as 'Guardian,' a being in traditional Korean folktales. This is a rare original concept in advertisements at securities companies, which is an example of a creative fusion of finance and traditional culture. The advertisement garnered great attention online shortly after its release, and Park's mysterious and friendly image has been praised for being effective in delivering the brand message.

2. Concept: Combination of goblin and stock investment and imagination

'Goblin' is an imaginary being in Korean traditional culture and is known as a playful but mysterious being that helps humans. KB Securities gives this image of a goblin the role of a 'wise advisor,' which sends a message that it can be used in a friendly and easy way to solve the complexity of an investment. Park transforms into a goblin, giving advice to novice investors, and informing them of changing market information in real time. As such, advertisements have drawn attention in that they harmonize modern financial services with traditional cultural codes.


3. Directing and Visual: Aesthetic Convergence of Tradition and Modernity

The visual beauty of the commercial is a sophisticated combination of traditional elements and modern sensations. Park's makeup is sophisticatedly expressed as a modern reinterpretation of hanbok while maintaining elements such as dokkaebi bat and horns, which are the symbols of traditional dokkaebi. The background of the commercial also intersects traditional hanok and city buildings to naturally deliver the keywords 'past and present' and 'tradition and future' to viewers. Music also enhances the immersion of the commercial and strengthens the emotional connection with the younger generation by mixing traditional Korean music with electronic sound.

4. Park Eun-bin Effect: Brand Image Boosted

Park Eun-bin is an actress who has established herself as an image that combines intelligence and emotion through dramas such as Woo Young-woo, Strange Lawyer, and Yeon-mo. Her goblin acting added playfulness and mystery to the existing soft image, which simultaneously increased the brand's differentiation and reliability. In fact, there are follow-up reports that KB Securities' mobile app downloads and new account openings have increased since the advertising campaign, and it is analyzed that the "Park Eun-bin effect" had a positive effect on the brand.

5. messages and social reactions

The advertisement gently unraveled the complex and difficult image of finance with the message "an investment that anyone can easily start." Social media and online communities continued to respond that "the concept of the goblin is novel" and "Park Eun-bin's charm saved the advertisement," and positive responses to the advertisement were found not only in the 20s and 30s but also in the middle-aged. There was also an analysis that advertising is meaningful in that it is not just marketing but a modern use of traditional cultural contents.

6. Conclusion: KB Securities' Brand Strategy Set New Criteria

Through this ad, KB Securities tried to connect customers emotionally beyond just delivering financial information. Through the traditional symbol of goblin, the company encouraged familiarity and elevated its brand image to a more luxurious level through a person with public trust named Park Eun-bin. As such, the combination of cultural elements and financial contents is expected to have a positive effect on enhancing brand value in the long term beyond short term interest.