Shinhan Life's MZ-Exclusive 'Roji Whole Life Insurance' Gaining Attention

[Asia Economy Reporter Changhwan Lee] Shinhan Life's MZ generation (born from the early 1980s to the early 2000s) exclusive insurance product, 'Roji Whole Life Insurance,' is gaining attention in the industry with a new advertising format.

They have positioned the virtual human Roji as the advertising model and are continuously pursuing innovation by actively utilizing Roji to release music tracks and appointing Roji as a program host.

Shinhan Life emphasized that, in order to create a sustainable fandom that empathizes with the company's values and shares its culture, they are activating voluntary public empathy and sharing through entertainment branding in the form of music tracks and music videos, rather than conventional advertisements.

Starting with last year's 'Fly So Higher' and this year's second single album 'Ask Me,' they boldly broadcast a music video of about four minutes as an advertisement for the first time in Korea, creating a new advertising paradigm.

It is analyzed that Shinhan Life's branding, which begins with music tracks and music videos and continues with Roji Whole Life Insurance advertisements, leads to increased interest in the Roji Whole Life Insurance product.

A Shinhan Life official stated, "Roji Whole Life Insurance, which intuitively incorporates Roji, the Shinhan Life brand icon and symbol of the MZ generation, into the product, is the first MZ-exclusive whole life insurance brand that breaks away from the industry's traditional product naming system," and emphasized, "This product was launched to overturn the perception of whole life insurance, which has been regarded as 'insurance for dads for their families.'"

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