Hana SK Card “Smart DC Card” campaign

The key characteristic of this card was to provide 2 different functions in a single card. Users were able to convert its mode into credit or check when necessary.
Our goal was to increase the awareness and the number of advertising views by performing effective marketing communication. Hence, increasing the number of issuance.

To increase the awareness, we decided to communicate by using single, but powerfulUSP.
Used toggle switch as our main object and utilized the characteristics of different medias (YouTube: dark change effect / flash banner: drag extensible banner) in order to emphasize the practicality of convert mode this product.
In May, we made an advertising by using card section as a key object along with a message of ‘Switch your card at any time you want’. Increased the efficiency by conducting advertising and media mix based on different phases.

Resulted surplus achievement in exposure/view/click, compared to our first proposal.
Compared to ordinary campaigns that shows downturn of CTR as time goes passes, we successfully maintained upturn of CTR through continuous monitoring and change of advertising images.