Investing in Stocks Like Shopping at ‘The Hyundai Seoul’… NH Investment & Securities’ Future-Oriented Branch Experiment

Various Marketing Activities for External Promotion Coinciding with Office Relocation to Park One
Brand Value Experience Popup Store 'NH Super Stock Market' Opens on 26th
Organizational Culture Activation Campaign, Online Housewarming, ISA Product Ads, Investment Seminars, and More

[Asia Economy Reporter Lee Seon-ae] On the 26th, NH Investment & Securities opened an 80-pyeong (approximately 2,645 square feet) popup store called ‘NH Super Stock Market’ on the B2 floor of Hyundai Department Store’s ‘The Hyundai Seoul,’ where customers can easily experience investing in companies. Targeting the MZ generation (a collective term for Millennials born in the early 1980s to early 2000s and Generation Z born in the mid-1990s to early 2000s), which has recently shown a rapid increase in inflow, this is part of a marketing effort to get closer to the core role of a securities company and allow customers to easily experience investing in companies.

Visitors here can simulate investments in stocks of over 50 domestic and international companies as if shopping, and receive benefits based on weekly returns. Customers who want individual consultations on the exhibited stocks can use a separately prepared video consultation booth inside to receive non-face-to-face consultations. An NH Investment & Securities official said, “NH Super Stock Market serves as an experimental space for expansion into a future-oriented offline branch.”

NH Investment & Securities announced the brand slogan ‘Investment becomes culture’ in 2019 and has been temporarily operating places where customers can actually experience this value. The brand slogan means that just as good music makes our ears happy and good food makes our bodies healthy, future investments should become a culture that enriches our lives.

An NH Investment & Securities official explained, “In the first year, we operated ‘Seasonal Restaurant,’ linking food and investment, and last year, we ran ‘Cultural Tea Room’ with a salon concept related to personal tastes. This year, taking the opportunity of relocating the Yeouido headquarters to Park One Tower 2 building, we opened ‘NH Super Stock Market’ to spread investment culture.”

NH Investment & Securities is relocating its Yeouido headquarters to Park One Tower 2 building over about five weeks until April 18. This is a major event moving the headquarters for the first time in about 16 years since moving into the existing building in 2005. The Park One building is a new landmark in Yeouido, which has recently attracted attention with the opening of Hyundai Department Store’s The Hyundai Seoul and Fairmont Ambassador Hotel. NH Investment & Securities is preparing various marketing activities to promote the relocation externally.

First, NH Investment & Securities is running advertisements for its recently launched brokerage-type ISA (Individual Savings Account) product linked to the headquarters relocation. For three months starting this month, subway screen door advertisements are being placed not only in Yeouido, where the headquarters is located, but also in office-dense areas such as Gangnam Station, Seoul Station, and Jamsil Station. In particular, by using the homonym concept of ISA (pronounced ‘ee-sa’ in Korean, meaning both ISA and ‘moving’), the campaign simultaneously promotes the headquarters relocation and a replacement event for other companies’ ISA products, attracting much attention with its entertaining content.

A virtual housewarming party (tentative name) is also being prepared. The new office scenery, break rooms, and in-house caf? of NH Investment & Securities’ new headquarters in Park One will be introduced through a YouTube channel, sharing the hopes and feelings of the employees moving in with the general public.

A ‘Be the Creator’ campaign to revitalize organizational culture for employees is also underway. NH Investment & Securities recently held an internal campaign idea contest and received a total of 72 ideas from employees. Three proposals were selected and will be implemented in phases after the relocation. Especially in line with the untact trend brought by COVID-19, the events are being prepared so that headquarters and branch employees can participate together non-face-to-face.

Additionally, investment seminars will be held at The Hyundai Seoul. From April 8 for one month, every Thursday afternoon, leading analysts from NH Investment & Securities Research Center will conduct stock investment seminars. Considering this is the first seminar of the year, it will be composed of diverse lectures to enhance investment perspectives on macroeconomics and analytical skills on individual industries and stocks.

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