Samsung Securities said on the 23rd that an ad campaign themed "stock artisan (匠人)" recently recorded 5.3 million views on a video site.
The company said the ad campaign took its idea from stock investors shortening the Korean and U.S. stock markets to "gukjang" and "mijang," respectively, and was produced under the theme of "an artisan (匠人) who reads the marketplace (場) of stocks." It conveys the image of Samsung Securities as an "expert" that presents insight into the market and investment strategies to investors.
In the ad, the stock artisan showcased Samsung Securities' key strengths, including real-time investment information, experts, and overseas stock investing in 30 countries.
After the ad was released, an early response survey of general customers in their 20s to 40s also gave it a positive assessment, with an ad preference of 81%.
Samsung Securities plans to run a bull-market stock package and online events. Using the double meaning of "jang (場)" for the stock market and "jang (醬)" for sauce, it plans to produce a four-item set consisting of Korea's gochujang, Japan's wasabi, China's mala sauce, and the United States' hot sauce.
A Samsung Securities official said, "We sought to deliver what can be somewhat stiff financial services with easy and intuitive messages and copy," and added, "We will continue to work to convey the image of Samsung Securities as a 'successful investment partner.'"