Campaign Spotlight

Campaign Spotlight: South Korea’s first virtual influencer ‘Rozy’ fronts transformation financial communications, Shinhan Life leverages innovation with TBWA\Korea

SEOUL, SOUTH KOREA – South Korea’s newly established insurance company, Shinhan Life launches its first brand campaign with ‘Oh Rozy’, Korea’s first virtual human.

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



Traditionally financial ads in Korea emphasise brand credibility through refined ad narration and wholesome visuals. Shinhan Life selected ‘Rozy’, Korea’s first virtual influencer to breakdown the traditional codes applied to financial communications to appeal to MZers. This demographic is responsive to trends and prioritise personal values including individuality and preference when choosing a brand or a product.

‘Rozy’, now the new face of Shinhan Life, is designed with 3D technology by analyzing the face and characteristics which Gen Z in Korea prefer the most. She has over 21 thousand followers on Instagram and like ordinary influencers, she uploads photos of her daily life and actively communicates with her fans via comments.

Throughout the film ‘Rozy’ is dancing to the music in various locations including the forest, city, and subway with the message; ‘That surprising life begins when you meet Shinhan Life’.

The music and dance moves were specially created for the campaign after analysing the most popular music and dance content from TikTok for those in 20-30s.

TBWA\Korea’s spokesperson said, “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.”

The campaign will air across TV, digital and social.

Shinhan Life is the result of the merger between Shinhan Life Insurance and Orange Life

Partner with adobo Magazine

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