Why has KB Insurance stuck with Kim Yuna for over a decade? Analyzing the brand trust strategy behind the "Award-Winning is Everyday" commercial.
Hello! Today, we'll be taking a close look at the new advertising campaign "Winning Prizes is Everyday Life" from [KB Insurance X Kim Yuna], an icon of trust that every Korean can nod to.
Kim Yuna, the greatest figure skater in history and known as "Queen Yuna," has maintained her unwavering elegance even after retirement. And KB Insurance, her long-standing partnership with the company has solidified its position as a leader in the financial sector. These two "top tiers" have come together to deliver a provocative yet perfectly executed message: "Winning Prizes is Everyday Life."
More than just a simple insurance ad, this ad stylishly captures the confidence that only a top tier can deliver! Let's take a close look, from the brand strategy to Kim Yuna's styling.
🏢 1. Brand Description: KB Insurance, Building the Asset of "Trust"
KB Insurance, a core affiliate of KB Financial Group, is a leader in the Korean non-life insurance market through customer-centric services and digital innovation. The most important value in the insurance industry is 'Trust.' Since products guarantee customers' futures and safety, the company's strength and reliability become a decisive factor in subscription decisions.
KB Insurance has long employed Kim Yuna as its model to achieve this goal. By transferring her "honesty," "world-class," and "clean" image to the brand, they have built a powerful brand equity that conveys, "If it's insurance chosen by Kim Yuna, you can trust it." This advertisement also aims to solidify KB Insurance's confidence as an industry leader, building on its numerous awards and customer satisfaction.
🏆 2. Advertising Concept & Message: Being Number One is a Habit for the Best
The main tagline of this advertisement is "Winning Awards is Everyday Life". This single phrase captures the striking similarities between Kim Yuna and KB Insurance.
Kim Yuna's Daily Life: For her, who swept medals in every competition she competed in during her active career, achieving "all podiums," awards weren't special events; they were the fruit of her hard work and a daily routine.
KB Insurance's Daily Life: For KB Insurance, which has consistently ranked first in various categories, including customer satisfaction surveys and brand power, awards aren't just an occasional occurrence; they're the natural result of daily service.
This advertisement naturally boasts the brand's excellence through the metaphor, "Just as gold medals are a daily occurrence for Kim Yuna, top-tier service is a daily occurrence for KB Insurance." Rather than forcefully proclaiming, "We are the best," the advertisement opts for a relaxed, fact-based narrative.
💡 3. Creative Concept: "Leisure" and "Class" Over "Glamor"
The overall tone and manner of the advertisement is "leisurely class."
The screen is filled with trophies and awards, but Kim Yuna smiles comfortably, unfazed or overly excited. This is the vibe only someone so accustomed to receiving awards can embody.
Minimalistic staging: Complex graphics or over-the-top effects were avoided, focusing instead on the model's facial expressions and narration.
Trophy placement: Instead of being displayed in a display case, the trophies are placed naturally, like home decor. This visually demonstrates that success is a part of life.
💎 4. Model Strategy: Kim Yuna, the Irreplaceable Icon
The reason KB Insurance insists on Kim Yuna as its model is clear. She is not simply a celebrity; she embodies the "summary of national trust."
Authenticity: Kim Yuna's sweat and effort, and the gold medal she earned, are the "real story" witnessed by the entire nation. Therefore, her message of "the result of hard work" and "everyday awards" is more persuasive than any other model.
Long-Run Partnership: The narrative of over 10 years of growth without model changes aligns with the "lifelong promise" that insurance companies must make with their customers. The brand's unwavering commitment to model change effectively conveys a commitment to customer service.
🎵 5. Music & Sound: A Voice That Enhances Trust
Audio elements enhance the immersion of the advertisement.
BGM: The upbeat yet sophisticated piano or string-based background music creates the bright and hopeful atmosphere characteristic of KB Financial Group. Modern jazz-style music is often used, instilling a sense of trust without being overly heavy.
Narration: Yuna Kim's signature calm and clear diction maximizes the delivery of information. Her voice, when she says, "With KB," evokes a sense of stability and soothes the listener.
🎥 6. Filming Location & Set Design: A Successful Person's Lounge
The background in the advertisement is presented as a "space where success and comfort coexist" rather than a specific location.
Modern Luxury: White and wood tones, along with lighting in KB's signature yellow-gold hue, create a warm and luxurious atmosphere.
Spatial Meaning: This space feels like a living room or a private lounge. This embodies the spatial meaning KB Insurance seeks to provide its customers: a "comfortable haven" and a "successful life partner."
👗 7. Clothing & Styling: The "Queen's" Office Look
Kim Yuna's styling is always a hot topic. This advertisement emphasizes the image of a "sophisticated career woman" or an "elegant leader."
Clothes: A clean white blouse, a neat jacket, or a soft dress are paired with a professional yet soft look. Excessive exposure or flashy patterns are avoided, and perfectly fitted clothing is chosen to enhance trust.
Hair & Makeup: Neatly tied ponytails or natural waves emphasize neatness, while clear, radiant skin emphasizes a healthy appearance.
📈 8. Expected Advertising Effects: "Super Gap" as a Top-Ranking Insurance Company
The expected benefits KB Insurance can achieve through this ad are as follows:
Strengthening Brand Presence: By translating numerous awards into everyday life, KB Insurance solidifies its overwhelming, unrivaled image as a top-tier company, unmatched by competitors. (Super Gap Strategy)
Increasing Existing Customer Pride: This instills a sense of pride (loyalty) in existing KB Insurance customers, who believe, "The insurance company I'm signed up for is so well-received!" This prevents them from leaving.
Attracting New Customers: For potential customers who find insurance difficult, this ad lowers the barrier to entry by instilling the perception of "a trustworthy company" through the familiar medium of Kim Yuna.
📝 Conclusion: The Comfort of First Place, KB and Yuna's Parallel Theory
[KB Insurance X Kim Yuna]'s "Winning Awards is Everyday" ad is a textbook example of the powerful synergy that can be created when a brand and model's image perfectly align.
"A company where striving for better service every day is a daily routine."
This strong message, embedded in Kim Yuna's elegant smile, offers much-needed comfort and reassurance to those of us who must prepare for an uncertain future. We anticipate KB Insurance's next steps, where winning awards, winning first place, and caring for customers are all part of everyday life.
This concludes our analysis of the KB Insurance ad featuring our trusted Kim Yuna. We'll be back with more interesting marketing insights in the next post!
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