The Korean insurance industry is dominated by solid, top-tier brands whose marketing narrative has been conservative, talking mostly about credibility and benefits. With the launch of a new insurance brand, Shinhan Life, TBWA\Korea sought to take a completely different approach to disrupt the market – to look the opposite of an insurance ad. Instead of the typical depictions of a warm, trustworthy tone and text to describe the benefits, Shinhan Life’s launch commercial was filled with music and dance with minimal text. Most importantly, the campaign endorsed Rozy, a virtual model, as the brand ambassador, making it the first time in Korean history in which a virtual model was seen live and moving on screen.


The launch videos gained more than 10 million views in three weeks and Shinhan Life’s search volume increased more than 55 times after the campaign went live.

The campaign was featured in prime-time news, on the main cover page of South Korea’s biggest portal sites and there were even parodies about it. More than 1,500 comments were generated, with numerous requests for an official song release as well. Furthermore, not only did Shinhan Life became viral, Rozy became the hottest issue in South Korea, sparking a drastic increase in demand for virtual models.

In consumer research conducted by Embrain, Shinhan Life’s unaided awareness resulted 57% and its brand preference ranked fourth – a significant outcome as a new incomer to the insurance industry.