Hello, this is Korea advertising.
1. Advertisement Concept: “Feel So Good Anytime with SOL!”
This advertisement is composed with a sense of rhyme right from the title. ‘FEEL. SOL. GOOD.’ is a witty parody of the English expression ‘Feel so good’, and by inserting the brand name ‘SOL’ as an exclamation, it strengthens brand awareness while intuitively conveying the message that it provides a positive experience to customers. The flow of the entire advertisement centers around this keyword and emphasizes ‘a pleasant financial experience anytime, anywhere’ through scenes of ‘SOL’ being used in various situations.
2. Model Selection: Strategic Connection with the Image of ‘Cha Eun-woo’
Actor and singer Cha Eun-woo, who appeared as the advertisement model, has the image of ‘cleanliness’, ‘intellect’, and ‘trustworthiness’, and has high popularity across all age groups. In particular, he is imprinted as a ‘wannabe boyfriend’ or a ‘smart and perfect image’ among the MZ generation, making him a model that fits Shinhan Bank’s strategy of approaching the younger generation perfectly. Even in the commercial, Cha Eun-woo appears as a character who handles banking business more easily, friendly, and stylishly, functioning as a being that reflects the UX/UI of ‘Shinhan SOL’.
3. Directing style: Rhythm and life-oriented finance
The rhythm of the commercial is brisk and fast, and the background music is produced around the lyrics ‘Feel So Good’ to induce addiction. The scene transitions are fast but natural, and various scenes of using the SOL app in everyday life such as ‘in a taxi’, ‘talking with a friend at a cafe’, ‘while exercising’, and ‘checking a card on the street’ are shown. This emphasizes the accessibility and convenience of mobile finance, and visually reinforces the message that “You can do finance without worry anytime, anywhere with Shinhan.”
4. Brand message: SOL is a ‘financial partner in everyday life’
Cha Eun-woo appears in the commercial as a user, not just a simple model. The examples of app usage that he shows reflect the lifestyles of actual customers, and within them, Shinhan Bank establishes itself as a ‘trustworthy financial friend who is always by your side’. The slogan, “FEEL. SOL. GOOD, anytime with Shinhan.” emphasizes that it goes beyond the convenience of financial services and provides emotional satisfaction. In this way, Shinhan Bank adopts a brand positioning that simultaneously delivers functional convenience and emotional connection.
5. Composition optimized for the digital environment
This advertisement was produced with a composition optimized for digital platforms such as YouTube, Instagram, and TikTok. In addition to the 60-second main part, a short-form version of 6 to 15 seconds is also included to target online diffusion. In particular, the melody line “FEEL. SOL. GOOD.” has a positive effect on brand recognition the more it is repeatedly exposed in a short period of time, and it is easy to create derivative content in the form of challenge content or memes. This is a digital-sensory approach that deviates from traditional financial advertisements.
6. Delivery effect: Balance between ‘fun’ and ‘function’
The advertisement maintains a cheerful and bright tone, but does not focus on mere fun. The functions that users can actually enjoy in a financial app — easy money transfer, card verification, account inquiry, asset management — are naturally integrated into a realistic context. The introduction of functions is indirect but clear, and it succeeds in making viewers who are not familiar with the app intuitively understand what kind of service it provides.
7. Strengthening brand assets and possibility of continuous campaigns
The copy “FEEL. SOL. GOOD.” is a repeatable asset and a brand language that can be expanded to fit various seasons and functions. In the future, it can be serialized as “FEEL. SOL. GOOD with [who]” using other celebrities or situations, and the content can be expanded while maintaining a consistent brand message. This is a very effective strategy for accumulating brand assets and promoting long-term advertising effects.
Conclusion: Redefining ‘Shinhan SOL’ as young, sensational, and convenient
This advertisement redefines Shinhan Bank’s digital brand “SOL” as an essential app in everyday life. The emotional message, lively production, and Cha Eun-woo’s luxurious image all work together to successfully lower the barrier to entry to financial services and close the gap with the younger generation. It can be said to be a major case symbolizing Shinhan Bank’s brand marketing direction in that it goes beyond a simple explanation of functions and connects the brand’s personality itself to a ‘pleasant experience.’
.jpg)