HSAD said on the 17th that it unveiled a new TV ad campaign announcing a full overhaul of Industrial Bank of Korea (IBK)'s mobile banking app for individual customers, i-ONE Bank.
Fronted by the coed idol group ALLDAY PROJECT, the ad breaks from the typical approach of financial advertising by adding music video-like, sensuous visuals and rhythmic direction to set it apart. In particular, copy such as "OLD ONE'S OUT, NEW ONE'S IN" and "The arrival of the i-ONE I wanted" intuitively conveys the core message of the fully revamped i-ONE Bank.
HSAD chose this ad format to clearly communicate Industrial Bank of Korea (IBK)'s digital competitiveness to people in their teens and 20s. The powerful performance and distinctive style of the brand model ALLDAY PROJECT align with the digital innovation image IBK pursues, helping younger audiences naturally recognize the bank's digital competitiveness.
HSAD also plans to roll out short-form content in stages, targeting people in their teens and 20s. Through this, it aims to broaden touchpoints with younger audiences and expand the i-ONE Bank brand experience in various forms.
An HSAD official said, "We thought carefully from model selection to production so that people in their teens and 20s can properly recognize and relate to Industrial Bank of Korea (IBK) as a bank strong in digital," adding, "We will continue campaigns that broaden touchpoints with customers and deliver their needs in creative ways."