By Lee Kyung-min
Celebrities dominating the advertising market is nothing new. However, only a select few have the opportunity to represent financial groups.
Popularity is important, but not as much as credibility, according to industry insiders.
KB Financial Group chose actress Park Eun-bin as its spokesperson last March.
Her professionalism and authenticity, as demonstrated during the 2022 TV series “Extraordinary Attorney Woo,” aligned with the values the financial group seeks to reinforce, according to the firm.
She cited a video clip of her muttering “What am I going to do? I have to do it,” during a violin practice that went viral.
The short clip was recorded six months after her violin practice, a skill she had to master for her role as one of the characters, an experienced violinist.
Many young viewers found her response to challenges admirable, seeing it as a sign of professionalism and dedication.
Park has been acting since 1996, but she lived a relatively obscure life until the success of the 2022 hit.
Her years of work went seemingly unnoticed, but she did not give up and kept trying, which was the secret of her success, the financial group said.
“Figure skating great Kim Yuna, the widely recognized spokesperson for KB Financial, sought to embody the group’s ambition for the best in Korea to become the best in the world through the timeless story of her rise as a professional figure skater.” said a KB Financial official. .
“In the case of the Park, the message will be how sustainability and sincerity can become the driving force behind creating a better world. We expect the Park to convey messages of hope for a better future that people and KB Financial will create together.”
Similarly, Hana Financial Group selected Son Heung-min, captain of Tottenham Hotspur football club, as spokesperson for its subsidiaries, including Hana Bank.
The footballer signed a contract to represent Hana in 2018.
Last November, Hana created the Hana Play Park near the Myeong-dong bank branch in downtown Seoul.
Son’s huge murals will become a major tourist attraction in one of the country’s busiest shopping areas, the group said.
“Son is the living embodiment of excellence, perseverance and success. His years of hard work have been and will continue to be an inspiration not only to Koreans, but also to the world. Hana is happy to sponsor such an exemplary professional with high achievements,” a. said official Hana.
According to an analysis by Brand Reputation Index Korea, Son was recently ranked as the best commercial model in terms of reputation. The analysis revealed that Son was associated with keywords such as “faith,” “love” and “good heart,” and he had a positive response rate of 92.11 percent.
Singer IU has led the corporate brand campaign for Woori Financial Group since April 2022. The monthly active users of its banking app have grown by 2.46 million since then, according to the bank.
Calendars published by Woori featuring images of IU were offered for free at Woori Bank branches late last year. But some of them are being sold online for as much as 15,000 won ($11.30).
The singer debuted in 2008 and since then has built her career without any major scandals that could damage her clean image.
“She is a singer with a wide fan base that spans the young and old generations. Her constant donations to the underprivileged also help her image as a spreader of goodwill,” said a Woori official.
Shinhan Financial hired NewJeans, a girl group, as its spokesperson last December. Shinhan Super SOL, its mobile app, reached 3 million new subscribers as of January 26, within about a month of its launch.
“Our new app is becoming more popular, helped to a large extent by the girl group’s new campaign activities,” said a Shinhan official.