When competitors are flooding their communications with "polished" GenZ image & "less" offers, they don’t realize Gen Z aren't just chasing CHEAP deals. They want MAXIMUM VALUE. Woori gets this, ditching the "save a little" pitch to become the brand that helps Gen Z earn more from life.

It's about value-driven choices, framing their banking experience as a series of satisfying 'won' moments, empowering their lifestyle choices.

The campaign's rallying cry was the expressive "WOOOOOOOOOOOO!". A symbol of triumph, surprise, and excitement – it's the organic soundtrack to Gen Z 'wins'. This formed the basis of our concept ‘Live in the WOOOOOOOOOOOOO’    

We used ‘The WOOOOO’ as a multifaceted hook consistently in every assets & activities across the full year execution:    

- Making It Visual: The ‘WOOO’ became a unifying visual element across campaign assets. It transformed into playful, eye-catching text in social posts, video captions, and OOH. This created instant recognition and a sense of energetic momentum.

- Embodying the ‘WOOO’ Spirit: We tapped into the authentic voices of Gen Z influencers. Their ‘Wooriverse’ series presented short, digestible videos where they demonstrated Woori's benefits within their daily lives - anchoring on their passion points: music, entrepreneurship, gaming, food, travel, etc . Instead of dry financial advice, they'd react with a ‘WOOO’ at finding a great deal enabled by the Z Card or celebrate big savings with the Won Challenge – mirroring how Gen Z shares their wins online.    

- Crowdsourcing the 'WOOO' with UGC: The #WOODUNGDIEU TikTok challenge was the culmination of our 'WOOO' campaign. We developed a custom TikTok effect with a distinctive 'WOOO' visual. The challenge invited users to film themselves in everyday 'win' scenarios, from securing a coveted item to scoring unbelievable deals. This generated thousands of organic, enthusiastic user videos (UGCs) and amplified the campaign's reach.    

- Immersing in the Interactive 'WOOO'-Worthy Experience: Our interactive public stunt event brought the ‘WOOO’ to life'. The intensity and duration of their ‘WOOO’ determined the value of a deal they received on the spot. This tangible experience tied the campaign to a real-life win and incentivized social sharing.

Our 3-wave campaign (Apr - Dec) was designed to make Woori Bank synonymous with the Gen Z “WON” and trigger them to download WON app.    

1/ Strategic Campaign Waves for Sustained Relevance  

Woori Bank expertly built a multi-stage campaign with distinct "waves" targeting Gen Z's evolving needs and interests. This maximized impact and kept the brand top-of-mind:  

- Wave 1: Big Launch with a "WOOO" Factor: The focus was mass awareness, introducing the "WOOO" concept through an interactive public stunt and influencer-driven social buzz.  

- Wave 2: Travel with Summer: Capitalizing on Gen Z's wanderlust, this wave associated Woori with exciting trips through livestreams, influencer content, and exclusive travel partnerships.  

- Wave 3: Shopping Season Push: Aligning with shopping fever, Woori emphasized financial goal attainment with savings and benefits, positioning itself as an enabler of Gen Z desires.    

2/ "Live in the WOOOOOO" through 360° Social Integration  

The "WOOO" concept permeated all communication channels, creating a cohesive campaign experience from attention-grabbing moments to practical value with single-minded CTA [Download app to acquire tangible benefits]  

- Public Stunt to Seed Excitement: The playful stunt generated initial buzz and set a memorable tone for the campaign.  

- Social Bumper Ads for Reach: Short-form content amplified the concept, spreading the infectious "WOOO" energy.  

- TikTok Hashtag for Organic Spread: The #WOODUNGDIEU challenge tapped into TikTok's power, fueled by influencer-created and user-generated content for wide reach.  

- "Wooriverse" Edu-tainment Platform: This content series was central in building Woori's relatable persona, seamlessly integrating product benefits into Gen Z lifestyles in their passion points.  

- mytour.vn Partnership: Tangible travel deals showcased Woori as not just aspirational, but a practical tool for achieving Gen Z's goals.  

- Livestream Takeover: Sponsoring for the popular travel series "Việt Nam tươi đẹp" on Tiktok associated Woori with the excitement of exploration.    

3/ WOORIVERSE: Authentic GenZ Lifestyle Partner  

Central to the campaign was establishing Wooriverse as an ongoing content hub, mirroring Gen Z's desire for authentic brand connections:  

- Influencer Continuity: Consistent influencer usage across events and the "Wooriverse" platform boosted campaign coherency and fostered a sense of familiarity, crucial for the finance sector.  

- Edu-tainment Focus: Instead of hard-selling, Woori offered entertaining and relatable guidance about spending / value-maximizing, evolved beyond financial literacy, aligning itself as a helpful resource for Gen Z's needs.  

- Full-Year Presence: By adapting the "Wooriverse" to specific seasonal interests, Woori became a constant companion in Gen Z's financial journey, rather than a one-off campaign.

The campaign generated a growth of 200% in app downloads & acquired 160% new users vs. 2022, , which is considered the most effective communication campaign for Woori Bank.  

- Media cost effectiveness: 45% more effective versus planned for Cost per result in all performance metrics  

- Brand awareness: x2 vs Reach KPI  

- Engagement & Lead: 250% KPI follower / Page likes  

- Demand growth: 100% increased YoY search Volume of "Won App" and "Open account"  

- App download conversion: 130% vs KPI | 30% better acquisition cost effective vs. KPI