Inews24 | Woori Card’s Web Drama Gains Popularity, Differentiating Customer Communication
Inews24 reported that Woori Card's web drama 'Work&Love Balance' surpassed 2.7 million cumulative views with just the teaser and Episodes 1 and 2. The new-product cards appear naturally within the drama, and Woori Card has continued distinctive marketing, including advertising drawing on Korean painter Kim Hyun Jung's artwork.
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Woori Card's 'Card Standard,' which surpassed 2 million cardholders last year, is establishing itself this year as the 'work-life balance' card for office workers through a web drama.
According to Woori Card on the 10th, the web drama 'Work&Love Balance' naturally features the 'Card Standard Wibee-on Plus' card and the 'Card Standard SSO3' check card, both new products tailored to office workers.
'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.
Because 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, and this is said to be how Woori Card let viewers watch without feeling put off by advertising.
Woori Card explained, "Given that changes in the media environment brought on by the spread of mobile devices, and the intensifying trend of ad avoidance, make it hard to reach consumers through traditional advertising, we 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."
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.