KDB Industrial Bank Relaunches Character and Hosts Concert After 25 Years [1mm Financial Talk]

Preparing Various Events for the 70th Anniversary
Launching 'Kkukkkukgom,' a Reinterpretation of the Existing 'Saetbyeoldori'
New Character from Policy Financial Institution in 9 Years
"Planned to Enhance Brand Image and Use as a Promotional Tool"
70th Anniversary Commemorative Concert Scheduled for Next Month

KDB Industrial Bank, established in 1954, is celebrating its 70th anniversary this year by attempting various ‘transformations.’ After 25 years, it launched a new character and is creating merchandise (souvenirs), as well as planning a 70th-anniversary commemorative concert with its valued customers. Given that the bank is relatively less familiar to the general public compared to commercial banks, these efforts are interpreted as various events prepared to improve its image.

According to the financial sector on the 27th, Industrial Bank launched the brand character ‘Ggukgguk Bear’ on April 1, the bank’s founding anniversary this year. At the Industrial Bank headquarters in Yeouido, Seoul, a large sculpture of the character is installed, providing a booth where visitors can take photos. This booth offers detailed explanations about the background of Ggukgguk Bear’s creation, as well as the character’s MBTI, personality, future aspirations, and traits.

KDB Industrial Bank celebrated its 70th anniversary this year by launching a new character, 'Kkukkkuk Bear.' The exhibition booth set up at the Industrial Bank headquarters in Yeouido, Seoul.
[Photo by Oh Gyumin moh011@]

Industrial Bank explained that Ggukgguk Bear was developed as a new character aligned with current trends, based on the ‘Saetbyeoldori’ character introduced by the bank in 1999. Among the three policy financial institutions (Industrial Bank, Export-Import Bank, and IBK Industrial Bank), this is the first new character created in nine years. In 2015, IBK Industrial Bank introduced the smart robot character ‘Gieunsen.’ The Export-Import Bank does not have a separate brand character.

Merchandise was also created and given to customers as part of an event. In March, during the 70th-anniversary customer appreciation event, Industrial Bank offered special interest rates to customers who subscribed to KDB fixed deposits. For a 6-month product, the maximum interest rate was 3.5% per annum; for 1 year, up to 3.7%; and for 2 years, up to 3.45%. Among these customers, prizes such as Dyson Airwraps and Marriott Hotel spa vouchers were provided through a lottery. Customers who subscribed with 100 million KRW or more received 100 units of the ‘Ggukgguk Bear’ mood lamp, while KakaoTalk emoticons (7,000 units) were given on a first-come, first-served basis for other amounts. The appreciation event, initially scheduled to run until the 10th of this month, ended early on the 29th of last month as the 2 trillion KRW limit for special interest payments was exhausted. The free emoticon giveaway event also ended early due to depletion. An Industrial Bank official stated, “We plan to use (Ggukgguk Bear) as a diverse promotional tool for Industrial Bank, but there are no plans to sell merchandise.”

KDB Industrial Bank, celebrating its 70th anniversary this year, has launched a new character named 'Kkukkkuk Bear.' At the exhibition booth set up in the main building of the Industrial Bank in Yeouido, Seoul, detailed explanations about the background of Kkukkkuk Bear's creation, as well as the character's MBTI, personality, future aspirations, and characteristics, are provided.
[Photo by Oh Gyumin moh011@]

Commercial banks outside of policy financial institutions have been actively using their own characters for marketing for some time. Earlier this year, Woori Financial Group relaunched the Woori Bank character ‘WeBe Friends’ after six years. Since the comeback video of WeBe Friends was shown to employees at a management strategy meeting, the group is actively strengthening marketing efforts. WeBe Friends started in 2015 with the bee character ‘WeBe’ and consists of five characters personifying animals and insects. However, after the mobile banking application WeBe Bank was revamped to Woori WON Banking, related marketing was discontinued. Other examples include KB Financial’s Star Friends, Shinhan Financial’s Shinhan Friends, Hana Financial’s Hana Family, and NH Nonghyup Financial’s All One Friends. The most successful character marketing case in the banking sector is KakaoBank. It leveraged its parent company Kakao’s characters, ‘Kakao Friends,’ to develop various products. In particular, the check card featuring the character ‘Chunsik’ became so popular that over 8 million cards were issued.

Meanwhile, Industrial Bank will also hold a commemorative concert to celebrate its 70th anniversary. The concert will be held on the 25th of next month at KBS Hall in Yeouido, Seoul, targeting about 1,200 attendees including employees and valued customers.

KDB Industrial Bank celebrated its 70th anniversary this year by launching a new character, 'Kkukkkuk Bear.' Customers who signed up for a fixed deposit through the customer appreciation event received free KakaoTalk emoticons.
[Photo by KakaoTalk event page]