Shinhan Financial Group Opens New Brand Channel 'Gibbalhan Production' "Group's Representative 'Buca'"

New Advertising and Digital Communication Platform Centered on Social Media
Inspired by Chairman Jo Yong-byeong's 'Creative Advertising' Campaign in 2019

[Asia Economy Reporter Kangwook Cho] Shinhan Financial Group announced on the 10th that it has launched a new brand channel for the group called ‘Gibalhan Production’ and unveiled two newly launched advertising videos as part of its new advertising campaign.

‘Gibalhan Production,’ an abbreviation of ‘Production Discovering Opportunities in Korea,’ is a new advertising and digital communication platform operated mainly on social media such as YouTube and Instagram to effectively communicate with all generations in the digital era.

This campaign was planned based on the motif of the ‘Gibalhan Advertisement’ (Advertisements Discovering Opportunities for Korean Startups) campaign, which Chairman Jo Yong-byeong personally came up with in 2019 to help early startups by lending Shinhan’s advertising space to companies.

Shinhan Financial Group’s Gibalhan Production plans to introduce opportunity discovery projects centered on digital channels that provide new opportunities and support the potential growth of various members of Korean society, including not only startups but also youth, small business owners, and local communities.

Additionally, ‘Gibalhan Production’ will be operated as a sub-character (Sub-caster) representing the group, delivering Shinhan’s CSV (Creating Shared Value) to the public in a more fun and friendly manner.

CSV is a business model in which corporate activities themselves create social value while simultaneously strengthening corporate competitiveness. A sub-character is another persona used to convey an image different from the main character and is gaining attention as a communication strategy not only in the entertainment field but also in corporate marketing and various other fields.

Since 2019, Shinhan Financial has continuously carried out differentiated campaigns under the group advertising campaign strategy called ‘Opportunity & Growth,’ including ‘Doknipryojip,’ ‘Gibalhan Advertisement,’ ‘Hope Together,’ and ‘Growing Asset Sense.’

A Shinhan Financial Group official stated, “Last year, we successfully carried out the ‘Hope Together’ campaign to help Korean small business owners struggling due to COVID-19 find new paths and the ‘Growing Asset Sense’ campaign for the growth of the 2030 millennial generation,” adding, “We will continue to communicate with various sectors of society that need opportunities through distinctive and differentiated advertising campaigns and spare no effort to support practical growth.”

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