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South Korea’s First Virtual Influencer Promotes Insurance To Target Millennials
By Alexa Heah, 26 Jul 2021
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Image courtesy of TBWA
Shinhan Life, a newly-launched insurance agency in South Korea, is working with virtual influencer ‘Oh Rozy’ on its first brand campaign. Titled Shinhan Life Adds Surprises to Life, the campaign was created by advertising gency TBWA\Korea, and is targeting millennials and Gen Zs in hopes they will become interested in the financial investment markets.
Traditionally, financial organizations in the country produce refined, sophisticated advertisements with soothing narration to build credibility. However, Shinhan Life has chosen to front its campaign with Rozy, South Korea’s first-ever virtual influencer. It hopes that adults in their 20s and 30s will appreciate the individuality the brand brings to an often “boring” topic.
In the advertisement, Rozy can be seen dancing to music in various settings, with the music and dance moves specifically curated after an analysis of the most popular songs and dance moves on social media app TikTok.
With over 21,000 followers on Instagram, Rozy updates her social media feeds just like a regular human influencer. Posting pictures of her daily life, the virtual influencer even replies to fans’ comments and interacts with them.
The unique campaign will air across television networks, and also on digital and social media platforms around South Korea. Take a look at the advertisement below.
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