From Metaverse to Idols and Bucaek... The Securities Industry's MZ Marketing War

NH Investment 'Investment as Culture' and Samsung Securities 'Investment School' Digital Platforms Emerge
Accelerating Adoption of Latest Trends like Metaverse... Investment Conferences and Financial Education Progress Smoothly
Idol Models Rare in Securities Firms, Including Oh My Girl... Diverse Content Tailored for 2030 Generation

NH Investment & Securities has launched its brand digital platform "Investment as Culture" and introduced a TV commercial featuring girl group Oh My Girl and Ha Hyun-woo, the vocalist of the rock band Guckkasten.

[Asia Economy Reporter Lee Seon-ae] The securities industry has launched a campaign to attract the 2030 generation by leveraging new digital platforms targeting the MZ generation (Millennials + Generation Z). The strategy aims to provide investment experiences to MZ generation members who have little stock investment experience and convert them into customers of securities firms. They are focusing on targeting the 2030 generation by following the latest trends such as digital platforms and the metaverse, and by featuring idols and bugae (secondary characters) models.

◆ From Investment Playgrounds to Schools, Digital Platforms Emerging One After Another

According to the financial investment industry on the 12th, NH Investment & Securities recently unveiled the digital platform ‘Tuja-Ga Munhwa-Ro’ (Investment Street Culture Road). ‘Tuja-Ga Munhwa-Ro’ is an ambitious digital platform launched by NH Investment & Securities, designed with the concept of an investment playground. It is characterized by providing an investment culture experience like play. Additionally, to commemorate the launch, a TV commercial featuring the girl idol group Oh My Girl and Ha Hyun-woo of the rock band Guckkasten was released. This aggressive marketing is interpreted as a strategy to strengthen the company’s branding.

Not only NH Investment & Securities but also Samsung Securities recently opened an investment school that has gained popularity among beginner investors. They offer customized lectures through tailored tests for beginner investors and encourage stock study by providing certificates of completion. Both platforms target the MZ generation with limited investment experience, and participation is open even to those who are not customers of the respective securities firms. NH Investment & Securities’ platform ‘Tuja-Ga Munhwa-Ro’ is composed of △Super Stock Market △Solution Center △Game Land △Culture Salon △NH Showroom. Users can experience simulated investment, investment personality MBTI diagnosis, and untact consultation corners available via phone or video calls. An opening event is also underway, offering various prizes such as investment support funds and GoPro cameras to customers who verify their participation.

Samsung Securities’ ‘Investment School’ provides content tailored to three levels. It consists of a basic course, a level-up course, and a junior course. The basic course covers fundamental investment knowledge, the level-up course provides information on investment products such as bonds and pensions, and the junior course offers stock investment education tailored to teenagers. Analysts from Samsung Securities’ Research Center and related YouTubers serve as instructors, conducting talk shows and quiz programs. Additionally, 1,000 participants who complete the basic course and pass the final test will be selected by lottery to receive a green certificate that includes one share of an ESG ETF.

◆ Metaverse as Well... Securities Firms Keeping Up with the Latest Trends

The financial investment industry is focusing not only on digital platforms but also on implementing the latest trend, the metaverse. NH Investment & Securities plans to launch a metaverse platform in October. The metaverse platform will faithfully recreate the company’s office, Park One NH Financial Tower, and offer investment education, customer participation games, and research center conferences within the platform.

IBK Investment & Securities signed a business agreement with Metacity Forum in June to provide financial services suited to the metaverse environment. IBK Investment & Securities plans to offer services such as branches, financial education, and asset management within the metaverse by the end of the year and intends to create its own metaverse environment.

Samsung Asset Management recently held a seminar using a metaverse platform. This was the first web seminar held in the asset management industry, introducing the metaverse market and funds. Samsung Securities also keeps pace with financial trends by being the first in the industry to hold an internal awards ceremony on a metaverse platform.

◆ From Idols to Bugae... Featuring Unique Models

Unique advertising models have also become a hot topic. It is rare to see idols and broadcasters as securities firm advertising models, and now even bugae are being introduced. NH Investment & Securities recently appointed the idol group Oh My Girl as models. By employing idols familiar to the MZ generation, they have launched MZ generation marketing. It is also noteworthy that they adapted Oh My Girl’s song “Dolphin” for the commercial music. Additionally, NH Investment & Securities appointed Ha Hyun-woo, the vocalist of Guckkasten, as a model. They adapted Seo Taiji and Boys’ “Hayeoga” to create a powerful commercial, breaking the mold of traditional securities firm models. The two commercials became a sensation, garnering 1.7 million views on YouTube within a week of release.

Samsung Asset Management also promoted products with Hani, an idol-turned-actress. They released advertisements and related content through their YouTube channel. Hanwha Investment & Securities selected broadcaster Noh Hong-chul as a model. Noh Hong-chul gained popularity with the character Hongban-kkul (a play on his name) on the KakaoTV stock variety show ‘Ants Are Still Plump Today.’

Samsung Securities is branding itself by featuring a bugae rather than a person. Samsung Securities uses the character ‘Davida’ to produce customized content for the 2030 generation, including commercials and sitcoms. The financial investment industry evaluates that they have put their lives on the line for MZ generation-tailored content.

An industry insider said, “Looking at recent model selection trends, content targeting young people from idols to bugae is pouring out,” adding, “The influence of the 2030 generation in the securities industry is growing, so this movement will continue in the future.”

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