In 2021, Shinhan Card conducted a campaign emphasizing the features and usability of its flagship platform, "Shinhan pLay," which had just been launched. In 2022, they aimed to take it a step further by conducting an expansion campaign that allows consumers to resonate with and experience the value of Shinhan pLay. However, since the financial industry as a whole was engaging in similar platform-centric communication, it was crucial for Shinhan Card to deliver a distinctive message unique to them.
To strengthen and sustain relationships with consumers, Shinhan Card recognized the importance of fostering a sense of belonging and connection among users. In an era where individual uniqueness, preferences, and values are increasingly vital, the insight was that individuals tend to feel a stronger sense of belonging and connection within groups that share similar values or preferences.
Therefore, for this campaign, Shinhan Card aimed to use the brand name "pLay" to create a campaign that makes users feel a sense of belonging. The term "pLayer" had flexible and expansive connotations, allowing for various images. Shinhan Card defined users who utilize Shinhan pLay as "pLayers" and aimed to recruit them as a means of enhancing a sense of belonging and unity.
This campaign concept, [Player Recruitment!], delivered a message encouraging diverse players to gather at Shinhan pLay and unfold their unique plays freely. To represent a variety of players, celebrities from different fields, such as a 77-year-old drumming grandmother and a skateboard national representative, were utilized to build their own stories. The goal was not only to maximize reality but also to convey the authenticity of the stories and provide new stimulation!
In line with the concept of [Player Recruitment], a comprehensive solution was needed to recruit various players. While the main TV commercial effectively conveyed our message, "Play Everything Your Way!", in an impactful and precise manner, three viral videos were produced for the digital platform with mystery thriller, cheerful rural drama, and comic action concepts, aiming to resonate with a variety of players.
Furthermore, connectivity within consumers' daily lives was emphasized to enhance the messaging impact. Therefore, player recruitment advertisements tailored to each media format were exposed at daily touchpoints, including TV, digital platforms, newspapers, subways, landmarks, and movie theaters.
As of the end of September in the active campaign year, Shinhan pLay's Monthly Active Users (MAU) reached 7.6 million, showing an approximately 26.6% increase compared to the end of the previous year. This indicates that the campaign was effective in enhancing awareness and loyalty for Shinhan pLay. Moreover, within just a month of the live broadcast, the main video recorded approximately 5.71 million views on YouTube, with over 3,000 comments, indicating a highly positive response. As of now, the main video has received 6.63 million views, and the combined views for all four digital episodes have reached 16.06 million, demonstrating consistent interest and engagement.
