[Insurance Company Tidbits]'Top Star' Models Reveal Insurers' Branding Strategies

(Seoul=Yonhap Infomax) Yun Gu Lee — From November 3 to 16, the central passageway at Exit 4 of Hongdae Entrance Station featured approximately 1,500 Lina tissues attached alongside photos of actor Ju Ji-hoon. Beneath each tissue were 30 customized messages designed to resonate with office workers and students.

This event was organized by Lina Life Insurance Co. to embody its brand philosophy of "focusing on each and every customer."

Previously, Lina Life Insurance released a widely relatable advertisement in which actor Ju Ji-hoon appears during a moment of despair on a mountain hike—when there is no toilet paper in a restroom—and hands over tissues, saying, "I'm from Lina." The video garnered over 9.4 million views and nearly 2,000 comments.

It has become commonplace for South Korean insurers to leverage top celebrities to strengthen their brand strategies.

Hanwha General Insurance Co., which emphasizes its strength in women's insurance, recently appointed actress Go Youn-jung—formerly a model for Carrot General Insurance Co.—as its new brand ambassador. The move, prompted by Hanwha's merger with Carrot, signals the integration of digital innovation capabilities into Hanwha's operations.

The company explained that Go Youn-jung's steadily rising profile aligns with Hanwha General Insurance's brand philosophy of continuous challenge for customer wellness. Hanwha aims to reinforce its status as a "leading partner in women's wellness" and expand its engagement with female customers in their 20s to 40s. The insurer, which has focused on the women's and senior insurance markets, reported cumulative sales of 4.9218 trillion won ($3.7 billion) in the third quarter of this year, up 13.1% year-on-year.

Hyundai Marine & Fire Insurance Co. has featured actor Lee Jung-jae as its brand model since 2022. With a long-standing career and strong acting credentials, Lee is trusted across all age groups. Hyundai Marine & Fire aims to convey its commitment to customers' health and safety through this partnership.

DB Insurance Co. has maintained long-term relationships with top stars in line with its brand value of "promise." Actors Jeon Gwang-ryeol and Ji Jin-hee served as models for seven and thirteen years, respectively, while actress Im Yoon-ah has been under contract since 2018.

Im Yoon-ah, now in her eighth year as a corporate PR and product advertising model for DB Insurance, is credited with strengthening brand connectivity and fostering a positive image of approachable finance among consumers.

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