SBI Savings Bank Wins Finalist Award at '2020 APPEA Awards Korea' for Savings Song Campaign

Published 20 Oct.2020 09:24(KST)

[Asia Economy Reporter Kim Min-young] SBI Savings Bank announced on the 20th that its savings song campaign, conducted to promote savings, won finalist awards in two categories, ‘Branded Content’ and ‘Finance,’ at the ‘2020 Effie Awards Korea.’

The Effie Awards, established in 1968 in New York, USA, is a globally prestigious marketing award with a history of 50 years and is held in over 40 countries worldwide.

The savings song is based on the recently popular cultural trend of the Newtro concept, reworking past popular songs into savings songs that emphasize and encourage the importance of saving, presented with fun lyrics and videos.

Popular past hits such as Hye-eun Lee’s ‘Je 3 Hanganggyo’ and ‘Dangshineun Moreushilkkoya,’ and Jang Deok’s ‘Neona Joahae Naneon Joahae’ were rewritten into savings songs with lyrics like ‘Wolgeupeul Heulleogamnida’ (The Salary Flows), ‘Dangshineun Moosilsseulkoya’ (You Will Save), and ‘Neona Nangbihae Naneun Jeochukhae’ (You Waste, I Save), making them easy and enjoyable for the public.

At this awards ceremony, the campaign’s purpose, the creativity of the content, and communication with the public through content that resonates across all age groups were highly evaluated. Notably, SBI Savings Bank was the only finalist from the financial sector to receive an award this year.

An SBI Savings Bank official stated, “The savings song is a project to raise awareness and build consensus on the importance of saving among the public. We made various efforts to create content that is friendly, fun, and relatable to all age groups,” adding, “We will continue to strive to communicate and resonate with the public through the development of diverse content and campaigns.”