Seoul, South Korea – The majority of brands are turning to the power of technology in an effort to attract more consumers as through its leverage brands are able to cook up out-of-the-box marketing campaigns, and one that’s been emerging as a trend lately are influencers – no not the human ones – but the highly resembling, and animated counterpart of the breathing face of the brand – the virtual influencers. A lot of countries are seeing their brands jump to the bandwagon, but here’s what’s hot as of the moment – Korea has just launched its first-ever virtual influencer through a campaign by Shinhan Life, the newly established insurance company in South Korea.
Being fresh to the market, Shinhan Life has launched its first brand campaign titled ‘Shinhan Life adds surprises to life’, unveiling ‘Oh Rozy’, the country’s virtual human.
Done in collaboration with advertising agency TBWA\Korea, the campaign aims to target the country’s Millenials and Gen Zs, who are reshaping the conventions of the financial investment markets. By featuring virtual human ‘Rozy’, the company seeks to break down the traditional codes applied to financial communications to appeal to the targeted audience, as Shinhan believes that this demographic is responsive to trends and they prioritize personal values including individuality and preference when choosing a brand or a product.
‘Rozy’ is designed with 3D technology by analyzing the face and characteristics which Gen Z in Korea prefers the most. She currently has over 21,000 followers on Instagram and like ordinary influencers, uploads photos of her daily life and actively communicates with her fans via comments.
Throughout the brand film, ‘Rozy’ is dancing to the music in various locations including the forest, city, and subway with the message – “That surprising life begins when you meet Shinhan Life.”
According to Shinhan Life, the music used and Rozy’s dance moves were specially created for the campaign after analyzing the most popular music and dance content from the short video app TikTok for those in their 20s and 30s.
“As the brand ambassador, Oh Rozy has given Shinhan Life new and exciting ways to communicate and engage with Gen MZ, who are rising as the major consumer segment in the financial market,” said TBWA\Korea’s spokesperson.
The new campaign will be airing across TV, digital, and social.