Kiwoom Securities is launching an advertising campaign featuring actress Go Min-si as a model to approach Gen-Z investors more familiarly.
On the 12th, Kiwoom Securities unveiled a new advertising campaign titled “Is there such a thing as a sloppy investment? Start properly with Kiwoom” featuring Go Min-si. Go Min-si appears as a friend and life senior to Gen-Z, delivering the message that investment should not be taken lightly like a game or play, but if you do it, you must do it properly.
The campaign can be seen on platforms most used by the 2030 generation, including YouTube, Instagram, Naver, Kakao, Danggeun, Baedal Minjok, Saramin, as well as online video services (OTT) like Netflix and TVING.
The campaign is set against the daily lives of the 2030 generation. In situations where investment is being considered, Go Min-si offers advice. She urges not to take investment lightly just because the investment amount is small or because one is still young. By asking the question, “Is there such a thing as a sloppy investment?” she encourages viewers to reconsider investment. The campaign conveys the hope that people invest wisely and carefully, as it involves hard-earned money.
Fun elements were also carefully considered. The copy was created so that the 2030 generation can remember and talk about it. It uses the word “Kyum,” a nickname that young fans of Kiwoom Heroes call Kiwoom. Ending the campaign with the phrase “Ready Kyum” carries the meaning “Start your investment with Kiwoom.” This is expected to effectively imprint Kiwoom Securities in a fun way.
There are many aspects that the 2030 generation can relate to. It depicts various efforts made to build seed money for investment and is structured as if Go Min-si is talking to a friend. It is a method where a trustworthy friend or senior delivers a message just for me (the viewer).
The main advertising campaign consists of two videos, each 15 seconds and 45 seconds long. Additionally, three short 6-second videos were produced and attached to the main videos to diversify the campaign. Three vertical shorts were also created.
Go Min-si has rapidly risen as a Gen-Z rising star through her work in movies, dramas, and variety shows. She came to Seoul with dreams of becoming an actress, started with short films to develop her skills, appeared in hit works such as Sweet Home and Smuggling, and won the Blue Dragon Film Award for Best New Actress in 2023. Her image of pioneering new paths and constantly challenging herself aligns well with Kiwoom Securities, which has grown by launching innovative services with a venture DNA.
A Kiwoom Securities official explained, “We planned the campaign so that people in their 20s can relate to it, enjoy it, and reconsider investment,” adding, “We will continue various efforts to establish investment as a healthy culture among people in their 20s.”
This is Kiwoom Securities’ first brand advertising campaign in five years. In 2020, they released an advertisement featuring singer Lim Young-woong titled “Even Young-woong uses Hero’s Moon.” The ad used Kiwoom’s trading system Hero’s Moon and Lim Young-woong’s name, attracting public attention. Thanks to the Lim Young-woong effect, in March 2021, Kiwoom Securities became the first securities company to surpass one million subscribers on YouTube.
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