1. Advertisement Overview and Planning Intention
IBK Industrial Bank's 'Mission' commercial is a campaign that emphasizes the bank's role in supporting the growth of small and medium-sized businesses and startups by featuring actor Lee Je-hoon. The advertising copy, "So that all companies in this land can achieve their mission," expresses that IBK Industrial Bank is not just a simple financial service provider, but a partner that realizes the dreams and visions of companies.
This commercial focuses specifically on the company's mission, delivering the message that IBK Industrial Bank is with each company so that the values and goals it pursues can be realized. It contains a strategy to provide hope and courage to small and medium-sized businesses and entrepreneurs, while establishing IBK as a reliable partner in their growth process.
2. Casting Effect of Actor Lee Je-hoon
This commercial features actor Lee Je-hoon, adding a sense of trust and sincerity. Lee Je-hoon is an actor who draws sympathy from the audience with his calm yet strong presence, and he fits well with the image of Industrial Bank. His voice and facial expressions were effective in conveying sincere support, and helped the bank's message reach SMEs more.
In particular, Lee Je-hoon naturally impressed upon the audience that KEB Hana Bank understands and supports each company's vision through his comment, "We support your mission." His appearance played a big role in conveying the message of the advertisement emotionally, beyond simple promotion.
3. Copy Analysis: "So that all companies in this country can achieve their mission"
The core copy of this advertisement is "So that all companies in this country can achieve their mission." This phrase implies the following meanings:
Inclusiveness encompassing all companies: The will to support all entrepreneurs in Korea, including not only large corporations but also SMEs and startups.
Emphasis on Mission: A message that we will respect and be with not only the financial success of companies but also their social values, vision, and philosophy.
Will to actively support: A promise to accompany companies in their growth process and help them achieve their mission, rather than simply providing financial services.
This copy is also connected to IBK Industrial Bank's brand slogan, "Partners who grow together."
4. Advertisement structure and visual elements
This advertisement consists of the following structure:
Opening (Lee Je-hoon's appearance): Focuses attention by mentioning the company's mission with a serious expression.
SME field video: Shows various companies such as manufacturing, food trucks, and IT startups to add a sense of reality.
IBK Industrial Bank's support scene: Visually expresses the actual role of the bank, such as financial consulting, startup support, and technology development investment.
Climax (emphasis on copy): Reaffirms the bank's vision with the phrase, "So that all companies in this land can achieve their mission."
Visually, deep blue tones were used as the main color to emphasize professionalism and trustworthiness, and documentary-like directing was chosen to capture the vividness of the SME field.
5. Target audience and effects
The main target audience of this advertisement is as follows:
SME CEOs: Provides motivation to managers who are striving to realize their vision.
Prospective Entrepreneurs: Letting those who dream of starting a business know that IBK Industrial Bank is a strong supporter.
Industrial Bank Customers: Increasing brand loyalty among existing customers and attracting new customers.
This advertisement went beyond simple promotion and focused on emotional marketing and strengthening the brand image. In particular, it aimed to increase public contribution by actively informing about policies to support small and medium-sized enterprises.
6. Implications and Future Outlook
IBK Industrial Bank's 'Mission' advertisement is meaningful as a campaign that goes beyond the framework of financial advertisements and focuses on the company's dreams and vision. This is also in line with the direction pursued by modern companies, such as ESG management and realizing social values.
IBK Industrial Bank is expected to continue to strengthen cooperation with small and medium-sized enterprises and link the image of "partners who grow together" to specific businesses. In particular, the message of this advertisement is likely to lead to actual policies, such as support for the startup ecosystem and expansion of ESG finance.
This advertisement is an example of a new trend in financial marketing, and it is expected that other banks will adopt similar emotional marketing strategies.
