Brief Explanation

With Able Advisor’s “the customer’s assets are also my assets” mentality at Hyundai Securities’ “able” trust fund advising service, we began a project with Hyundai Securities’ “Story of an Able Advisor communicating through the heart” in order to convey the core message of their services, which is to provide communication accompanied with sincere understanding of the customer. So we created a model based on a “mother and child” relationship so that anyone to sympathize with such a story.

Results and Effectiveness

Without any separate commercials, this video posted on Youtube saw a low count of 50,000 views over the course of a week, but through a genuine story we gained the sympathy of the viewer, and thanks to voluntarily shares by users the video has been well-diffused throughout social networking sites. Additionally, through simple shares from Facebook’s tagging feature, reshares are continuously being made. The video also receives praise as being emotionally moving for all generations. It is made for the purpose of effectively communicating sincerity and heartfelt devotion to Hyundai Securities’ customers through netizen and marketing channels. At the moment the video has been viewed over approximately 1.15 million times and has more than 10,000 shares on YouTube, Facebook, and user pages combined

Creative Execution

Without any separate commercials, this video posted on YouTube had 50,000 views over a week, but through a genuine story we gained the sympathy of the viewer, and thanks to voluntarily shares by users the video has been well-diffused throughout social media. Additionally, through simple shares from Facebook’s tagging feature, reshares are continuously being made. The video also receives praise as being emotionally moving for all generations. It is made for the purpose of effectively communicating Hyundai Securities’ sincerity and heartfelt devotion to its customers. The video has been viewed over 1.16 million times and has more than 10,000 shares.

Insights, Strategy and the Idea

In order for Hyundai Securities’ customers, who are in their 30s and 40s, to obtain a feeling of sympathy with the brand, we decided to go ahead with a campaign that includes images of the relationship between parents and their children. We also gathered examples of actual lies children said to their parents through social networking sites since the main target audience uses these forms of media often. Lastly, we also looked into the different thoughts between the parents and children and using the results of this investigation as a foundation, devised a concrete plan and direction for an experiment.