A Clock Made from Discarded 50,000-Won Bills, 'Donnawara Money Clock'...
Realizing ESG Values of Resource Circulation
Hana Bank announced on July 22 that it had won the Grand Prize in the Banking and Card category at the '2025 Max Summit Awards'.
The '2025 Max Summit Awards' took place on July 17 at 'Max Summit', the nation's largest digital marketing conference, and selected winners across 17 categories, including electronics, finance, beauty, commerce, telecommunications, and fashion. The awards are determined through a fair and objective evaluation by a panel of top experts in the marketing industry, based on criteria such as originality, customer-centricity, and effectiveness.
The product for which Hana Bank received the Grand Prize, 'Donnawara Money Clock', is a limited-edition desktop alarm clock featuring the addictive alarm songs 'Dondeureowat Song' and 'Ddeodeureowat Song'. It was created with the aim of delivering 'the energy of wealth' every morning. Notably, only discarded 50,000-won bills were used in its production, realizing ESG values of resource circulation and environmental protection.
The 'Donnawara Money Clock Campaign' video has also attracted attention. The video begins by playfully subverting the familiar stereotype of a rooster crowing in the morning. When the homeowner fails to wake up despite the rooster's loud crowing, the 'Donnawara Money Clock' appears, humorously taking over the rooster's role to wake up the homeowner.
In particular, the rooster in the video, which appears to be dancing with a wave-like motion, was not created with computer graphics but was actually trained, making it a key creative element that enhances both the realism and the buzzworthiness of the content.
Additionally, in order to leave a strong impression without overtly exposing the brand, the campaign adopted a subliminal effect technique, subtly inserting phrases like 'OneQ, OneQQQ, OneQlululuQQ' into the rooster's crowing. This was designed to make viewers subconsciously remember the word 'OneQ'.
Park Junseok, Head of Digital Marketing at Hana Bank, said, "By visualizing the emotional concept of 'money energy' in a modern and cheerful way, we received positive responses from a wide range of targets, including the MZ generation," adding, "'Donnawara Money Clock' is not just an alarm clock, but a symbol and experience where the brand and customers can connect in a delightful way."
'Donnawara Money Clock' can be applied for by anyone through a lottery on the event page of Hana Bank's main mobile app, 'Hana OneQ'. The 'Donnawara Money Clock Campaign' video is available in two versions, a 30-second and a full version, on Hana Bank's official YouTube channel, 'HanaTV'.
Meanwhile, since 2022, Hana Bank has been producing a variety of 'Money Dream Goods' series?upcycling goods that reinterpret and recycle 'money', the essence of banking, using discarded bills.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
