Hello, this is Korea advertising.
1. Advertisement Overview: What is ‘Zero-log’?
‘Zero-log’ is a campaign series created to promote Meritz Fire & Marine Insurance’s insurance brand message, **‘Complete Zero’**. This video contains Meritz Fire & Marine Insurance’s philosophy of **making insurance premium worries, burdens, and conditions all zero (0)**. In particular, it targets young customers by increasing familiarity and trust through actress Shin Se-kyung. The advertisement imprints the value of insurance and the brand image at the same time through the message of eliminating small worries in daily life.
2. Main Model – Utilization of Shin Se-kyung
Shin Se-kyung has established herself as an actress with an ‘intellectual yet warm image’ for a long time. In the advertisement, she naturally solves realistic worries and introduces Meritz’s zero strategy. In particular, the line **“I do Meritz too”** goes beyond simple copy and acts as a meme to attract consumers.
Increased brand intimacy: Shin Se-kyung’s popularity and trustworthiness contributed to enhancing the Meritz brand image
Daily expression: It is also noteworthy that the phrase “Meritz-hada” has become a verb in everyday life
3. Complete zero strategy – ‘0’ insurance premiums, conditions, and stress
The key message repeated in the advertisement is ‘complete zero.’ This is a phrase that encapsulates the core benefits provided by Meritz Fire & Marine Insurance’s newly launched Super365 product, and includes the following elements:
Challenge ‘0’ insurance premium burden: Minimize psychological resistance to price
Simplify complex terms and conditions to near ‘0’: Product composition that is easy for consumers to understand
Strengthen coverage to reduce anxiety to ‘0’: Emphasize coverage in real life
These messages directly target and persuade the typical burden factors that modern consumers feel when choosing insurance.
4. Sensational visual beauty and tone and manner
The advertisement is composed of sophisticated colors and neat mise-en-scène, and the music also maintains a warm and cheerful tone, forming the image of **‘insurance that approaches lightly’**.
Minimal design: Instills the perception that it is simple and easy to understand insurance, not complicated insurance
Daily space production: Shin Se-kyung naturally talks in the living room, kitchen, etc., inducing empathy with viewers
5. Consumer target analysis – Targeting the 2030 generation
The ‘Complete Zero’ advertisement mainly targets the 2030 generation, especially young adults and young families who are taking their first steps into insurance. This is a generation that feels burdened by insurance, but also feels the need to prepare for the future.
Removing psychological barriers: Emphasizing the psychological liberation of the word ‘zero’
Trust + emotional marketing: Persuading with ‘feeling’ rather than information through star marketing and emotional approach
6. Conclusion – Successful delivery of brand message
Meritz Fire & Marine Insurance’s ‘Super365 Complete Zero’ advertisement is a branding strategy that goes beyond simple product introduction and delves into the emotions and perceptions of consumers. In particular, the character Shin Se-kyung and the slogan “I’m Meritz too” are contributing to transforming Meritz from a simple insurance brand to ‘part of the lifestyle you want to choose’**.
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