Biz Tribune | Woori Card Connects Through Web Drama… ‘Work&Love Balance’ Popularity
Biz Tribune reported that Woori Card, whose flagship 'Card Standard' surpassed 2 million cardholders last year, is again capturing customers' attention with the web drama 'Work&Love Balance.' Co-produced with Crispy Studio and starring Chae Ji-an and Koo Ja-sung, the drama's teaser and Episodes 1-2 topped 2.7 million cumulative views in ten days. The 'Card Standard Wibee-on Plus' and 'SSO3' cards appear naturally within the story, reducing the sense of advertising.
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[Biz Tribune = Reporter Kim Hyun-kyung] Woori Card, whose flagship product 'Card Standard' drew attention after surpassing 2 million cardholders last year, announced on the 10th that it is once again capturing customers' attention with the web drama 'Work&Love Balance.'
The teaser video and Episode 1 were released last year, Episode 2 was released on the 7th of this month, and the finale, Episode 3, is scheduled to be uploaded on the 14th.
The web drama was produced together by Woori Card and mobile video studio 'Crispy Studio,' and stars rising actress Chae Ji-an, well known for 72 Seconds TV's 'Two Women,' and Koo Ja-sung, who caught fans' eyes in JTBC's 'Misty.'
'Work&Love Balance' is a warmly told story of a heroine who wanted to perfectly balance her work life, self-development, and romance, but is thrown into a difficult situation by an unexpected breakup and crisis — and overcomes it as she comes to understand the true meaning of 'work-life balance.'
The teaser video and Episodes 1 and 2, released via YouTube and Facebook, drew an enthusiastic response, racking up more than 2.7 million combined views in just over ten days, with comments and shares from a mostly young audience continuing to build anticipation for the finale.
Since the drama's heroine is set as a designer, the office-worker-focused new products, the 'Card Standard Wibee-on Plus' card and the 'Card Standard SSO3' check card, blend naturally into the story without feeling like advertising.
The card featured in the drama, the 'Card Standard Wibee-on Plus,' reflects the growing work-life-balance culture and offers a 7% discount at sports venues such as gyms, bowling alleys and billiard halls, at body-care venues such as beauty salons and saunas, and at bookstores, catering to customers who enjoy leisure activities after work.
The 'Card Standard SSO3' check card offers 5% cashback from 6 p.m. to midnight at all restaurants, karaoke venues, and coffee shops such as Starbucks, Paul Bassett, and A Twosome Place.
Woori Card explained that, given the changes in the media environment brought on by the spread of mobile devices and the intensifying trend of ad avoidance, traditional advertising makes it hard to reach consumers, so it chose the web drama — one of the leading genres of 'snack culture' content — as a way to build brand awareness through content that can motivate media engagement.
A Woori Card representative said, "As the influence of sharing and spreading through social media grows, it is becoming harder to communicate with consumers through one-way corporate messaging. We will keep working to find diverse content and communication methods that let people connect with the brand without feeling put off."
'Work&Love Balance''s teaser and full episodes can be viewed on the YouTube and Facebook accounts of Woori Card and Crispy Studio.
Meanwhile, Since launching its flagship 'Card Standard' product last April, Woori Card has rolled out a series of distinctive communication activities rarely seen in the card industry, including advertising that draws on the works of painter Kim Hyun Jung and ads featuring social-media influencers, and has also collaborated with the craft-beer specialty shop 'Mr. Brewing' to create the 'Woori-eri' beer.