I'd like to introduce TV ads of "Hyundai Card ", one of the S. Korea's premier financial service companies. In the brief eight years since the launch, their effective marketing has led their market share jump to 14% from 2% (ranked #2 in terms of transaction volume). The beginning of this growing was a launching TV ads. Even though we’ve never heard of 'Hyundai Card', we talked a lot about the card after watching a launching ad. They presented their massage clearly with graphics and proper music. It was so impact without many words. A creative and stylish ad derived high awareness of the card's character. They kept offering variations of ads after the launching ad. The massage is consistent - and consistently recognizable to their intended audience.
We could see the card is not just a payment tool, it's a lifestyle. They differentiated customers by lifestyle and created the M, R, T ,H cards.( M is for automobile, R is for shopping, T is for travel, H is for housing) Customers could choose their own cards depending on their pattern of living based on interests and get more rewards and discounts than any other cards. They’ve got strong customer loyalty, as measured by card usage per customer.
Behind of the marketing innovation, there's CEO Jung, the center of attention. People say “There are many CEOs who are managing bigger companies, but there are not so many CEOs who care a lot about design in Korea." I also could see it when I met him to design his house. He had lots of design books at his office and walls were covered with credit card design schemes. As I remember, he was the only client who cared about designer and knew the latest trends that he'd wanted to apply to the house. Although his background is M.B.A., he has a sense of design more than anyone else. He inspired me and it's one of the reasons I'm studying marketing as a designer.
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