NH Investment & Securities Brand Slogan 'Your Investment Becomes Culture'
Showcasing Differentiated Advertising and Campaigns
15,000 Visitors to 'N2 Night' Pop-up Store Opened Last Month
NH Investment & Securities is gaining attention by presenting diverse and differentiated advertisements and campaigns based on the brand slogan "Your Investment, Becoming a Culture." By providing a unique customer experience, it instills the perception that investment is not merely for generating profits but is a culture that nurtures life growth.
According to NH Investment & Securities on the 10th, the 'N2 Night' pop-up store, which opened in Seongsu-dong on the 24th of last month, attracted over 15,000 visitors within two weeks of its opening. More than 1,000 people participated in the healing program 'Healing Night,' which requires reservations. Additionally, the lecture program 'Growing Night,' featuring YouTuber Park Gom-hee, journalist Lee Jin-woo, and CEO Yoo Hyun-joon, was so popular that all available programs were fully booked as soon as the reservation site opened. On the 4th, when an outdoor concert was held, over 2,500 customers visited.
N2 Night is NH Investment & Securities' fourth brand experience project following 'Jecheol Restaurant,' 'Cultural Cafe,' and 'Super Stock Market.' Located on Yeonmujang-gil in Seongsu-dong, known as a pop-up store hotspot, N2 Night is a brand pop-up space designed not to unilaterally convey NH Investment & Securities' values but to allow visitors to experience and share those values through direct engagement.
'N2' is a campaign name actively reflecting the branding of 'Entu,' a friendly nickname used by MZ generation (Millennials + Generation Z) investors for NH Investment & Securities. The reason NH Investment & Securities chose Seongsu-dong for the pop-up store among many places favored by the MZ generation is that, considering factors such as foot traffic, age group, and purchasing power, it is a space suitable for the target audience of financially capable individuals in their 20s to 40s, which aligns with the N2 brand persona. The N2 brand persona refers to a 37-year-old CEO earning over 100 million KRW annually with a balanced desire for self-growth.
N2 Night is based on the insight that people who constantly pursue self-growth commonly use their evenings after work. It features three main experiential spaces: 'N2 Park,' where visitors can freely stroll and relax; 'N2 Night Barn,' a place for rest and healing; and 'N2 Studio,' where self-development takes place. Through these spaces, various programs and services are offered to those seeking self-growth experiences.
NH Investment & Securities' recently launched advertisement also effectively expresses the brand slogan. In the ad, a man steps onto a tennis court and plays tennis with a stylish form that others would envy. The copy reads, "Envious? This posture was created through 68 months and 27 days of investment." Then, his phone displays the message 'N2' along with his asset growth rate. The ad ends with the slogan, "I invest, I grow, Your investment becomes a culture." This is not a typical securities company advertisement. Unlike common financial ads that focus on returns, fees, or financial products, the man's impressive tennis form and the time invested leave a stronger impression. Since 2019, NH Investment & Securities has continuously carried out various offline and online brand campaigns and brand commercials under the slogan "Investment, Becoming a Culture." Especially this year, through the reconstruction of the brand slogan "Your Investment, Becoming a Culture," the value that investment should not merely pursue profits but become a daily culture that nurtures our lives was reflected in the brand commercial.
Yoon Byung-woon, CEO of NH Investment & Securities, stated, "Through this brand campaign, we wanted to convey NH Investment & Securities' differentiated investment philosophy that grows together with our customers." He added, "We plan to continue creating positive brand images and eliciting brand empathy by providing diverse customer experiences in the future."
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