Hello, this is Korea advertising.
1. Advertisement Overview
Hana Financial Group, one of the leading financial groups in Korea, has actively utilized sports marketing to strengthen its brand image. In particular, the advertisement campaign with Son Heung-min received a great response by conveying the messages of 'sincerity', 'challenge', and 'global competitiveness'.
This advertisement is composed around the slogan, "One power that does one thing with sincerity", and shows that Son Heung-min's journey to success is in line with the values pursued by Hana Financial Group.
2. Meaning of the slogan: "One thing with sincerity"
This phrase is simple but resonates deeply. The word 'one' is connected to the brand name of 'Hana Financial Group', while at the same time emphasizing the 'attitude of doing one thing with sincerity'. It is connected to Son Heung-min's training, attitude, and attitude toward competition, reinforcing the sincerity of the advertisement message.
In particular, this phrase is a universal value that can be applied to both individuals and organizations, and it also has the effect of making those who see the advertisement reflect on their own lives.
3. Model Selection: Son Heung-min's Symbolism and Trustworthiness
Son Heung-min is a soccer star representing Korea and a sportsperson recognized on the international stage. His success story is based on long-term effort, dedication, and constant challenges toward 'one goal'.
This image of Son Heung-min and the message of 'sincerity' and 'trust' that Hana Financial Group wants to convey create strong synergy. Through the advertisement, it shows Son Heung-min's human side, moments of sweat and effort, and simultaneously conveys emotion and empathy to consumers.
4. Video Composition: Emotional Narrative and Refined Visual Beauty
The advertisement shows Son Heung-min's growth process from childhood to present in chronological order, and follows an emotional and narrative flow. The narration and music that appear during this process increase the viewer's immersion, and the visual beauty emphasizes the brand's reliability and authenticity with a clean and restrained tone.
In particular, the scene in the latter half of the video where Son Heung-min says, “Even if it’s just one thing, do it with all your heart,” and makes eye contact serves as a device to clearly imprint the message of the advertisement.
5. Brand image enhancement effect
This advertisement goes beyond simple promotion and creates an emotional connection with consumers by conveying the brand’s philosophy through the character of Son Heung-min. After the advertisement, Hana Financial Group further solidified its image as a “trustworthy financial partner” and a brand with “sincerity for customers.”
In addition, the collaboration with Son Heung-min, who is active on the global stage, contributed to establishing Hana Financial Group as a future-oriented brand by hinting at its international status and expandability.
6. Cultural context and reflection of national sentiment
This advertisement goes beyond just Son Heung-min’s personal story and touches on the collective emotions of “effort,” “patience,” and “sincerity” that have taken root throughout Korean society. It captures the respect for ‘one person’s sweat and passion’ that is familiar to many Koreans, and it stands out for emotionally connecting it with the somewhat rigid field of finance.
7. Conclusion: Success Factors of the Advertisement
Hana Financial Group’s Son Heung-min advertisement shows high perfection for the following reasons:
Consistency between the brand slogan and the model
Storytelling that conveys sincerity and emotion
Message composition that considers national sentiment and empathy
Harmony of luxurious visual beauty and sound
All of these elements leave a strong impression on viewers, and it functions as a work that conveys the brand philosophy beyond a simple advertisement.
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