PRIMROSE Nahyun AD, Starbucks FIZZIO

1. Advertisement Overview and Campaign Background The advertisement campaign using Starbucks' RTD (Ready-to-Drink) beverage, Fizzio, and model PRIMROSE Nahyun is a marketing strategy targeting young consumers. Fizzio is a refreshing carbonated beverage that was released especially for the summer season. PRIMROSE Nahyun is a popular influencer and model among the MZ generation, and her fresh and trendy image fits well with the concept of Fizzio. This advertisement emphasizes Fizzio's carbonation and fruit flavor with the main message of "refreshing" and "energy." In particular, it was exposed as short and intense video content through social media and TV commercials, and was also spread online through the hashtag campaign (#Fizzio_refreshing). 2. Target Analysis: MZ Generation Strategy The main target of this advertisement is the MZ generation in their 20s and 30s, who are active on SNS and sensitive to trends. PRIMROSE Nahyun's casting was appropriate be...

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.