The security industry is recently engaging in content production, featuring detective dramas set in the Joseon Dynasty and impromptu quizzes with college students. This shift aims to target the MZ generation customers, who are familiar with YouTube videos, by breaking away from the conventional rigid image and emphasizing a friendly image.
According to the industry on the 19th, SK Shieldus, which operates ADT Caps, released the security detective web drama "Gapsu" on its YouTube channel "Caps TV" on the 17th. This web drama is set in the Joseon Dynasty and portrays the protagonist "Gapsu" taking charge of neighborhood safety from various incidents ranging from disappearances to thefts. The drama features YouTuber "Shotbox"'s Jo Jin-se and actor Jung Sang-hoon.
Since its launch in October last year, Caps TV has secured nearly 100,000 subscribers within three months. Its rapid rise in popularity is attributed to collaborative content with "Shotbox." This content dealt with various situations occurring in a jewelry store, utilizing ADT Caps' security services for responses. Participants disguised as intruders from "Shotbox" created entertaining situations by questioning the artificial intelligence (AI) closed-circuit television (CCTV) and the 24-hour emergency response service. The approximately eight-minute video recorded 3.2 million views.
Additionally, Caps TV comprises actual reports from ADT Caps home CCTV customers titled "Caps' Perspective" and a collection of past ADT Caps commercials named "Caps Classic." These videos are also produced in short form, with several versions exceeding 100,000 views, gaining popularity. It conveys to viewers that ADT Caps' AI CCTV can provide real-time video security and big data analysis.
S-1 established its YouTube channel "Hello, S-1" in September 2015 and uploads video content addressing curiosity about S-1 services and executives, as well as security-related information. As of the 17th, 278 videos have been uploaded, with 46,100 subscribers and a total view count nearing 9.06 million. Since last year, it has also been uploading content in the entertainment format called "Bottari (Reviewing security)." This content features comedian Lee Sang-jun, who travels around university campuses and various company locations conducting impromptu quizzes with students and employees.
AhnLab has also been producing and uploading YouTube content since last month. Interns working at AhnLab shoot vlogs (video content capturing daily life) to introduce their everyday activities and work. The theme, "A day in the life of a liberal arts intern thriving in an IT corporation!" has communication and human resources interns conveying company introductions and hiring tips.
The primary target of the YouTube content being produced by the security industry is the MZ generation. As the MZ generation has grown up in an environment familiar with digital devices, they are accustomed to visual media. The motivation behind the security industry, which primarily provides business-to-business (B2B) services, in creating content targeting the MZ generation is more about enhancing image rather than profitability. They aim to shed the rigid and outdated industry image in favor of a friendly image appealing to younger sensibilities.
A representative from the security industry noted, "Rigid and difficult security-related information or knowledge content is not a subject that the MZ generation finds interesting," and added, "We want to improve the corporate image while communicating with the MZ generation from a customer-friendly perspective and providing useful information."