Korea’s Virtual Influencer ‘Rozy’ Bucks Traditional Financial Ads in Campaign for Shinhan Life

By Katerin Pantaleon - Jul 27, 2021

South Korea’s newly established insurance company, Shinhan Life, has launched its first brand campaign with ‘Oh Rozy’, Korea’s first virtual human.

The campaign, ‘Shinhan Life adds surprises to life’ was created by TBWA\Korea and targets Korea’s Gen MZ (those in their 20’s and 30’s) who are “reshaping the conventions of the financial investment markets,” says the brand

Bucking the trend of traditional financial ads in Korea that emphasize brand credibility through refined ad narration and wholesome visuals, Shinhan Life selected ‘Rozy’, Korea’s first virtual influencer to “break down the traditional codes applied to financial communications to appeal to MZers,” adding that, “This demographic is responsive to trends and prioritizes personal values including individuality and preference when choosing a brand or a product.”

According to TBWA/Korea, ‘Rozy’, the new face of Shinhan Life, is designed with 3D technology by analyzing the face and characteristics which Gen Z in Korea prefers the most. She currently has over 40 thousand followers on Instagram and like other influencers, she uploads photos of her daily life and actively communicates with her fans via comments.

“As 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 a TBWA\Korea’s spokesperson.