Thanks to the drama 'Hospital Playlist', Credit Union 'Hambak Utsum'

A scene from the tvN drama 'Hospital Playlist'. Photo by Shinhan Credit Union Central Association

[Asia Economy Reporter Kim Min-young] Shinhan Credit Union is reaping significant benefits through indirect drama advertising (PPL).

According to the financial sector on the 25th, Shinhan Credit Union recently provided production support through PPL in the popular tvN drama "Hospital Playlist." This drama ranks first in viewership ratings in its time slot every Thursday, drawing considerable attention to Shinhan Credit Union, which supported the production through indirect advertising.

In particular, episode 5, aired on the 9th, featured thoracic surgeon Kim Jun-wan (actor Jung Kyung-ho) and resident Do Jae-hak (actor Jung Moon-sung), who plays a comic relief role with his unique acting chemistry, happily celebrating having saved 100 million won through a Shinhan Credit Union savings account maturity. The scene prominently displayed Shinhan Credit Union and its popular character, the Eobuba doll.

Shinhan Credit Union aims to maximize promotional effects by exposing indirect advertising elements such as Shinhan Credit Union counters, corporate image (CI), and Eobuba character goods within the drama. The drama portrays various joys and sorrows of life unfolding in a general hospital, along with the cheerful lives and love stories of medical school classmates from the class of ’99, subtly featuring the hospital credit union in diverse ways.

There are actually 20 hospital credit unions nationwide. The Shinhan Credit Union depicted in the drama is introduced based on direct research of hospital credit unions across the country. Before producing this drama, the writers conducted field research on hospital credit unions such as Gangnam Severance Credit Union, Catholic University Bucheon St. Mary’s Hospital Credit Union, Jeonju Jesus Hospital Credit Union, and Dong-A University Hospital Credit Union.

Shinhan Credit Union conducts drama PPL annually, achieving various promotional effects. Recent works include tvN’s "Familiar Wife," KBS 2TV’s "My Golden Life," and "The Most Beautiful Goodbye in the World," which consecutively succeeded in maximizing PPL effects.

Through "The Most Beautiful Goodbye in the World," Shinhan Credit Union significantly increased its recognition as a trustworthy financial cooperative among middle-aged and older generations. This year, it plans to continue expanding its brand image among young people by targeting dramas on channels preferred by the 2030 generation.

A Shinhan Credit Union official said, "Thanks to 'Hospital Playlist,' we have recently felt the rising popularity of Shinhan Credit Union," adding, "The warm humanism that the drama pursues aligns with Shinhan Credit Union’s brand direction, which led to our production support." The official further stated, "Through this drama, we especially hope to become widely known as the more friendly and warm ‘National Eobuba’ Shinhan Credit Union among the 2030 generation."

This content was produced with the assistance of AI translation services.