KB Securities, 'Investing Made Easy! Kkaebi Securities' Wins Advertising Award of the Year

31st 'Ad of the Year' Print Category Grand Prize Winner

KB Securities announced on the 13th that it won the Grand Prize in the print category at the 'Advertising of the Year' awards hosted by the Korean Advertising Association.

Now in its 31st year, the Advertising of the Year awards are organized by the Korean Advertising Association, which has over 1,000 distinguished advertising scholars and industry members. Since 1993, this prestigious and traditional domestic advertising award has selected and showcased outstanding advertising campaigns executed throughout the year.

KB Securities won the Grand Prize in the print category with two advertisements from the 'Invest in a Snap! Kkaebi Securities' campaign: the 'Let's Be Lazy' and 'Let's Get Distracted' editions.

To build relationships with the emerging investment power of the MZ generation (Millennials + Generation Z), KB Securities has communicated with consumers through a sub-brand called 'Kkaebi Securities,' a shortened form of 'KB' instead of using the full 'KB Securities.' This print advertisement was also created to inform the MZ generation, who pursue 'Boksepyunsal' (living comfortably in a complicated world), about the ease and simplicity of investing.

The advertisement was praised for capturing consumers' attention in every aspect of its message and visuals. The striking and seemingly paradoxical messages 'Let's Be Lazy' and 'Let's Get Distracted' connect with the brand slogan 'Invest in a Snap,' presenting the complex topics of securities firms and investing in an easy and enjoyable way.

Additionally, the images of the model Chan-hyuk lying on a bed eating popcorn and wearing glasses that obscure one eye while using KB Securities' Mobile Trading System (MTS) KB M-able effectively conveyed the message of investment convenience that is so easy one can afford to be lazy or distracted. These stylish and sophisticated visuals, unseen in traditional financial advertisements, were enough to capture the attention of the MZ generation.

A KB Securities representative said, "As with our previous campaigns, we will continue to evolve 'Kkaebi-style' and 'Kkaebi Securities-style' by meeting customers with differentiated messages and creative content." They added, "Going forward, as a leading securities firm, we plan to solidify KB Securities' position by providing easy and convenient services and continuously conducting campaigns that communicate not only with the MZ generation but also with customers of all age groups."