Cheil Worldwide "Samsung Securities Digital Brand Video Targeting MZ Generation Surpasses 2 Million Views"

Screenshot of Samsung Securities digital brand campaign video (Photo by Cheil Worldwide).

[Asia Economy Reporter Yuri Kim] Cheil Worldwide announced on the 23rd that Samsung Securities' digital brand campaign video has surpassed 2 million cumulative views on YouTube.

Cheil Worldwide stated that Samsung Securities aimed to convey the message of being "Your lifelong success partner" by targeting the MZ generation and incorporating wit and fun into the video. It also drew attention by introducing Samsung Securities' first-ever character, "Dabida," to effectively deliver the message.

The video was produced in collaboration with the Dolphin Kidnapping Squad to reflect their unique "comedy code," making finance, which the MZ generation might find difficult, easy to understand and enjoyable.

The video depicts the entire life journey of customers?from graduation, entering the workforce, marriage, childbirth, to their children's marriage?together with Dabida from Samsung Securities. In the early part of the video, it shows Dabida supporting the customer, providing reassurance, but as it progresses, Dabida is always present to the point that the customer becomes embarrassed, portrayed in a witty manner. Cheil Worldwide said, "Scenes such as Dabida holding the baby first when the wife gives birth, leading the protagonist to eventually express emotions, evoke laughter." By exaggerating the idea of being with customers for life and turning it into a humorous point, the video effectively conveys the message that Samsung Securities is the customer's "lifelong partner." A Cheil Worldwide official said, "To approach the MZ generation boldly, we presented the message 'Your lifelong success partner' in a unique and daring way."

The video has stimulated consumers' interest and curiosity, surpassing 2 million cumulative views on YouTube. More than 400 comments have been posted on Dabida videos.

A Samsung Securities official said, "This campaign video seems to have drawn a good response from consumers, including the MZ generation. We plan to introduce various activities to make the Dabida character feel more familiar in the future."

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