Samsung Securities Targets ISA Market with Advertisement Featuring 'Real' Customer Voices

Customer Participation Advertising Campaign

Samsung Securities announced on the 26th that it has launched a new Individual Savings Account (ISA) advertising campaign targeting the year-end tax settlement season.

This advertisement breaks away from the typical use of 'big models' in traditional financial ads by featuring actual customers as models to convey customer trust and authenticity.

Holding the industry's largest number of ISA accounts at 1.14 million, Samsung Securities is effectively promoting the unique strengths of its ISA to investors who are highly interested in tax savings through this campaign.

The advertisement emphasizes differentiated services. First, the tax savings calculator allows users to easily compare the tax savings between general accounts and ISA accounts when investing in financial products. The 'Gosu PICK' service recommends stocks suitable for ISA investment by providing stocks that top investors among customers have actively purchased. The ISA Consultation Center is a dedicated consultation service that connects customers directly with a private banker (PB).

The seven customers featured as advertisement models were recruited through Samsung Securities' official social media channels. These individuals, from various ages and professions, were selected after screening and testing, and shared the advantages of Samsung Securities ISA based on their direct experiences. The process of selecting customer models was also shared through a vlog released on Samsung Securities' YouTube channel.

Lee Chang-hoon, head of the Brand Strategy Team at Samsung Securities, stated, “This campaign expresses the distinctiveness of Samsung Securities ISA and our customer-centric philosophy by making customers the protagonists. We hope that the authenticity of Samsung Securities will be well conveyed to customers through an advertisement created together with them.”