From Jung Hae-in to Bold 'New Talent' Appointments
Banking Sector Strives to Attract Young Customers
NH Nonghyup Bank has appointed actress Go Yoon-jung as its new advertising model. According to the financial sector on the 7th, Nonghyup Bank will launch print advertisements featuring Go Yoon-jung starting this week, followed by advertisements across various channels such as YouTube and social media. Go Yoon-jung will also serve as a model for Nonghyup Card.
For the past three years, Nonghyup Bank had employed actors Kang Ha-neul and Han So-hee as models, but with their contracts recently expired, the bank sought a new face. After internal review, Go Yoon-jung, who has emerged as a blue-chip in the advertising industry with her bright and sophisticated image, was selected as the bank’s top model. Go Yoon-jung is an actress known for her notable roles in the film 'Hunt' and the drama 'Moving,' and she has recently completed filming the drama 'Someday, the Wise Life of a Resident,' which is set to air soon.
Previously, in the early days of the bank’s launch in 2012, Nonghyup Bank used acclaimed actors such as Seol Kyung-gu, Choi Min-sik, and Song Kang-ho as models. Later, they emphasized a friendly image by selecting baseball player Ryu Hyun-jin as a model. Since 2019, the bank shifted its strategy to highlight a trendy brand image by surprisingly appointing actor Jung Hae-in, who was in his sixth year since debut. This change aimed to attract younger customers, and the contracts with Kang Ha-neul, Han So-hee, and now Go Yoon-jung are seen as a continuation of this strategy.
Recently, competition among financial institutions for advertising models has commonly targeted the MZ generation (Millennials + Generation Z). After KB Kookmin Bank achieved great success by appointing BTS as models, it has been featuring the girl group aespa since 2022. Shinhan Bank responded around the same time by appointing the girl group NewJeans, following their previous use of the boy group Wanna One, consecutively employing K-pop stars as models.
Woori Bank is targeting younger generations by featuring actress Kim Hee-ae, singer IU, and since last month, the idol group RISE as advertising models. Hana Bank uses soccer player Son Heung-min and girl group IVE’s An Yujin as models at the group level. In February, the bank also made headlines by securing a contract with singer Lim Young-woong.
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