"Can insurance be this cute?" IVE Yujin's Heart Signal commercial reveals the financial sector's young marketing.
Hello! Today, we're introducing a hotly anticipated commercial that completely sheds the rigid image of financial advertising and is armed with a refreshing edge.
It's the "Hana is Heart" campaign by [Hana Insurance X Ive Ahn Yu-jin].
Ahn Yu-jin, who has emerged as one of Korea's top "blue chips" through her roles on the tvN entertainment show "Ji-rak-sil" (Earth Arcade) and as an idol, became the face of Hana Direct Auto Insurance. This 30-second video, featuring her as the face of the brand, became an instant hit on YouTube and short-form channels with its addictiveness.
This commercial doesn't simply feature a pretty model encouraging customers to sign up for insurance; it utilizes the intuitive symbol of a "heart" and a dance routine! Let's take a closer look to uncover the marketing strategies behind it.
🏢 1. Brand Description: Hana Insurance, Rejuvenating Through Digital
Hana Insurance is Hana Financial Group's digital non-life insurance company. Since its acquisition by Hana Financial Group, formerly known as "The-K Non-Life Insurance," the company has focused on shedding its conservative image as an insurance company and rebranding itself as a digitally-friendly, youthful brand.
The auto insurance market, in particular, is crucial for attracting customers in their 20s and 30s, who value price competitiveness and convenience. As the name "Direct" suggests, the brand boldly chose the trendiest models and communication methods to emphasize the ease and speed of signing up with just a smartphone. This campaign is a decisive move that demonstrates Hana Non-Life Insurance's youthful and trendy aesthetic.
💖 2. Advertising Concept & Message: "One is Heart"
The core message of this ad is "One is Heart." This message embodies both a clever play on words and the brand's philosophy.
Linguistic Connection: The brand name "Hana" (Hana) and the word "Heart" (Heart), which means "heart," were used to create the advertisement.
Visual Symbolism: The handcrafted heart shape visualizes "love and care for customers", rather than a rigid financial product.
Message Expansion: The functional message of "direct pricing, perfect coverage" is wrapped in the emotional keyword "heart," emphasizing the brand's sincerity despite its low price.
In other words, by establishing the formula [one = heart = sincerity/love/care], the ad encourages consumers to associate the brand with a warm and positive image.
💃 3. Creative Concept: "Heart Dance" in Short-Form Grammar
This ad was designed to target the "short-form" generation.
Addictive Repetition: The lyrics "heart~ heart~" are repeated throughout the 30-second video. This creates an earworm-like effect, a song that's hard to forget once you hear it.
Easy-to-Follow Choreography: Ahn Yu-jin's "Heart Dance" consists of easy-to-follow movements like finger hearts, ball hearts, and big hearts. This has the potential to naturally spread virally through TikTok or Reels challenges.
Fast Tempo: The seamless transitions and vibrant editing keep viewers hooked and engaged.
💎 4. Model Strategy: The Power of "Hexagonal Idol" Ahn Yu-jin
Hana Insurance's selection of Ahn Yu-jin as its model was a stroke of genius.
Healthy and Bright Energy: The honest and energetic personality she displays on variety shows evokes the trustworthiness and vitality that "Car Insurance" needs.
Cross-Generation Appeal: She's a wannabe icon for the 1020 generation and a heartwarming "clear-eyed madman" for the 3040 generation, making her a highly sought-after target audience.
A Master of Facial Expressions: Her effortless expressions, effortlessly shifting from loveliness to seriousness and cheerfulness in just 30 seconds, transformed a potentially boring insurance commercial into something you'll want to watch again and again.
🎵 5. Music & Sound: A Catchy Jingle
It's no exaggeration to say that the success of an advertisement hinges on its auditory impact.
CM Song: The simple, repetitive "Hana~ Heart~" melody of the commercial song, free of complex melodies, is ideal for raising brand awareness.
Rhythm: The bouncy beat and synthesizer sounds create a positive, upbeat atmosphere, visually suggesting that the insurance application process isn't difficult or complicated, but rather enjoyable and simple.
🎬 6. Filming Location & Set Design: The Colorful Hana World
The commercial's background is a classic example of color marketing, showcasing Hana Financial Group's identity.
Brand Color Utilization: Hana Financial Group's signature color, "Hana Green", and mint were actively utilized in the background, props, and graphics. This creates a sense of visual unity and reinforces the brand identity.
Pop Art Elements: Heart-shaped structures, neon signs, and kitsch graphic effects evoke the feel of an idol music video set. This reduces the heaviness typical of financial advertising and creates a friendly atmosphere for consumers.
👗 7. Clothing & Styling: Ahn Yu-jin's refreshing and lively "Eugene Look"
Ahn Yu-jin's styling focused on "lovely and casual".
Knitwear & Denim: She paired comfortable yet active knit tops and brightly colored cardigans to create a youthful, college-age or young adult look. By eschewing formal attire or uniforms, she conveys the image of "insurance like a friend next door", rather than an authoritarian insurance company.
Hair & Makeup: The model's natural, clean, and clear charm was maximized with subtle, natural waves and vibrant, fruity makeup.
📈 8. Advertising Expectations: A Quantum Jump in Brand Awareness
The benefits Hana Insurance can achieve through this ad are clear:
Expanding the 2030 Target Market Share: By imprinting the phrase "Hana is Heart" on the younger generation, the primary consumer base of direct insurance, Hana Insurance will become the top brand (top of mind) at policy renewal time.
Increased Intimacy: By establishing the image of a trendy and communicative brand, rather than a rigid financial institution, the brand will bridge the psychological distance with customers.
Viral Effect: Secondary content will be generated based on Ahn Yu-jin's fan base and short-form users, resulting in natural brand promotion.
📝 Conclusion: Insurance, Now Connected by Hearts
[Hana Insurance X Ahn Yu-jin]'s "Hana is Heart" ad proves that even financial advertising can be hip and endearing.
Instead of explaining complicated terms and conditions, this clever campaign disarmed consumers with Ahn Yu-jin's heart-rending dance and addictive song. After watching this ad, won't Ahn Yu-jin's "Heart~" ring in your ears every time you drive or consider insurance?
This concludes our analysis of the Hana Insurance ad featuring the "human vitamin" Ahn Yu-jin. We'll be back with more interesting marketing insights in the next post!
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