Cheil Worldwide and Samsung Securities' 'Direct IRP' Video Surpasses 6 Million Views

The cumulative video views of the Samsung Securities campaign produced by Cheil Worldwide have surpassed 6 million.

[Asia Economy Reporter Lim Chun-han] Cheil Worldwide announced on the 31st that the cumulative video views of the Samsung Securities campaign it produced have surpassed 6 million, attracting attention.

This campaign aims to promote Samsung Securities' 'Direct IRP,' which is the first in Korea to waive the retirement allowance custody fee imposed on new individual retirement pension (IRP) subscribers. It is characterized by effectively adopting video concepts tailored to the target audience to draw consumer interest.

The videos were produced in two parts, targeting the 40-59 age group approaching retirement and the MZ generation, whose concept of lifelong employment has changed. The campaign targeting the 40-59 age group cast actor Lee Sang-yoon as the model to inform the general public about the somewhat unfamiliar retirement allowance custody fee and emphasize the unique benefits of Samsung Securities.

The other campaign, targeting the MZ generation, grabs attention from the start. It fills the screen with multiple expressions of a single foreigner’s expressionless face and arouses curiosity with unique BGM. Then, it repeatedly exposes the fee '0 won,' a benefit of Samsung Securities Direct IRP, naturally making viewers recognize the product.

A Cheil Worldwide official said, “To convey the existence of the retirement allowance custody fee and Samsung Securities' benefits, Samsung Securities set the space of 0 won and aimed to create a trendy atmosphere that people gather toward, indicating the need to move to Samsung Securities.”

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