"Perfume from Financial Companies?" Fresh Challenges in Recent Advertisements

'Ppitulppaetul' Font Used in Dyslexia Campaign
Imprinted as New Stimulus Amid Rapidly Changing Trends

Daol Savings Bank Money Perfume Campaign Advertisement Still Cut (Photo by Innocean).

[Asia Economy Reporter Yuri Kim] Advertisements that leave a lasting impression on consumers through unique approaches are gaining popularity. By linking seemingly unrelated fields to the product being promoted, these ads provide viewers with fresh enjoyment, while some ads even remove the typical advertising feel altogether. These attempts aim to act as new stimuli amid rapidly changing trends to enhance memorability.

According to the advertising industry on the 12th, Daol Savings Bank launched the digital bank 'Fi' application (app) last September and released a 'Money Perfume' fragrance capturing the scent of money. Money Perfume is characterized by replicating the scent of new banknotes through actual currency component analysis. The TV commercial did not introduce the new app directly but instead depicted the creation process of Money Perfume. This is the first time in the industry that a financial company has extensively promoted a perfume it produced itself. In the saturated digital banking market, the strategy is to leave a strong first impression and attract consumer interest by using the medium of a 'perfume containing the scent of money.' In fact, the combined YouTube views of the perfume and story videos approached 10 million.

Min Seon-jeong, team leader at Innocean who oversaw the campaign, stated, "Since we expressed a new perspective on money through the message of 'the scent of money,' we wanted the Fi app to be strongly imprinted on consumers." Subsequently, the campaign centered around Money Perfume continued with offline pop-up stores and various consumer participation events, gaining widespread attention on social networking services (SNS).

KT Content Load Campaign Image (Photo by Cheil Worldwide).

KT's recently launched 'Content Road' campaign video is also popular, with cumulative YouTube views exceeding 8 million. DIGICO This campaign, created to showcase KT's media content capabilities and vision, featured popular content produced by KT's media group companies such as KT Studio Genie and ENA, including 'Extraordinary Attorney Woo,' 'I am SOLO,' and 'Steel Troops' in the video. The lead actress of 'Extraordinary Attorney Woo,' Park Eun-bin, appears as a documentary filmmaker on the content shooting site, conveying KT's content capabilities. Notably, 'Suspicious Bookstore DongseonamBook,' co-planned and produced by ENA, Millie's Library, and Genie Music, also appears in the video, demonstrating KT's media synergy.

Musinsa introduced the 3D virtual human 'Mooain,' modeled after actor Yoo Ah-in, as the brand muse through this year's new brand campaign advertisement. Expanding beyond street fashion, they launched six new specialty sections including 'Player (sports), Boutique (luxury), Beauty, Golf, Kids, and Outlet,' representing the brand's limitless expansion through the multi-persona of Mooain. The campaign reflects Musinsa's message of freely crossing between the real dimension of model Yoo Ah-in (Yu, 有) and the virtual human Mooain (Mu, 無), expanding a new fashion universe.

Dyslexia Awareness Campaign Digital Wallpaper (Photo by Innocean).

Overseas, campaigns that shift public perception in groundbreaking ways are also popular. Last month, Innocean's Berlin office in Germany conducted a campaign to improve awareness of dyslexia in collaboration with the dyslexia organization 'Dyslexia Scotland.' Named 'There's Nothing Comic About Dyslexia,' the campaign used the typically unbalanced and asymmetrical font 'Comic Sans' to create digital wallpapers and more.

Originally designed for speech bubbles and such, the crooked 'Comic Sans' font has been a font designers tend to avoid. However, it ironically reads more easily for dyslexia patients. The campaign's core is to connect the misunderstood and negatively viewed 'Comic Sans' font with 'dyslexia' to encourage a dyslexia-friendly, more inclusive design mindset that reflects everyone's reality. Gabriel Mata, Chief Creative Officer of Innocean Europe, said, "We hope this campaign will improve many people's awareness of dyslexia."

An Innocean official stated, "In the ever-changing trends, it is important to continuously provide consumers with fresh stimuli through new genres and ideas. At the same time, since it is the role of an advertising company to effectively deliver the client's intended message and vision, we will continue to expand creativity through further thoughtful efforts."

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