Savings Banks Industry Launches TV Ads... "Shedding Negative Image and Becoming Friendly"

[Asia Economy Reporter Song Seung-seop] The savings bank industry is actively airing TV commercials. This is interpreted as a strategy to shed the negative perception of savings banks and approach customers with a friendly image.

According to the industry on the 21st, Welcome Savings Bank recently unveiled a new TV commercial. The advertisement featured players from the PBA regular league champion Welbang Phoenix. Welcome Savings Bank explained that the new TV commercial aimed to showcase its leadership and challenges in the digital financial services market.

A representative from Welcome Savings Bank stated, “We wanted to convey trust and confidence through an advertisement that captures the effort and passion shown by the familiar Welbang Phoenix players,” adding, “We will earn consumers' choice with convenient and beneficial services.”

The Korea Federation of Savings Banks also aired a new TV commercial featuring actress Yoo Jin. They actively considered approaching the public by casting Yoo Jin, who has a friendly image with the public. The commercial was broadcast on terrestrial, general programming, and cable channels.

The Federation had previously employed actor Kim Kap-soo as an advertising model since 2019 and produced two commercials.

Park Jae-sik, chairman of the Korea Federation of Savings Banks, said, “As the advertisements deliver a positive image and useful information about savings banks, I hope viewers will trust and use savings banks safely.”

OK Savings Bank has been actively marketing using its own character ‘Uttman’ since 2018. Uttman is a hero character created by rotating the word ‘OK’ 90 degrees to the right, forming the word ‘Utt’. A recent commercial attracted attention by featuring the villain ‘Eunman’. By utilizing its popular character in advertisements, the company enjoys the effect of enhancing brand value.

SBI Savings Bank is running a series of commercials titled ‘SBI is looking for SBI’. It introduces stories of consumers whose initials match SBI. Since last month, the commercial has featured the story of So Byung-il, who runs a disinfection company.

‘SBI is looking for SBI’ is evaluated as having succeeded in forming empathy with the public. Last month, it was also awarded as a finalist at the prestigious marketing awards, the ‘2021 APPIE Awards Korea’.

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