Onsure decided to produce web cartoons and a Youtube segment, which they believed would be more effective in targeting the 20s and 30s who are their main customers, rather than directly advertising their insurance plans. (image: “Part I: Revival of Jackson Park” capture/ Youtube)
SEOUL, Aug. 22 (Korea Bizwire) — Hanwha Life‘s online insurance program, Onsure’s viral marketing is successfully alluring the eyes and ears of 20s and 30s.
Onsure produced webtoons – web-based cartoon episodes – and Youtube promotion videos featuring Park Jae-bum and NS Yoon-G, who are both well-known as top dancing performers of Korea. These products have engendered ecstatic reactions from customers and recorded over 9 million hits just with a month from their unveilings.
Onsure decided to produce web cartoons and a Youtube segment, which they believed would be more effective in targeting the 20s and 30s who are their main customers, rather than directly advertising their insurance plans.
The webtoon is produced in collaboration with popular webtoon artists, Lee Jong-gyu and Seo Jae-il, and is set in an imaginary Korea in 2024, where a volcano has erupted and its ashes have covered the whole peninsula.
The cartoon’s story depicts an isolated man who receives a text message from “Onsure” which informs him that his family members are still alive and takes on a trip to find his scattered family. Up to now, six episodes have been released, and the reviews are electrifying, as it attracted about 90,000 readers who gave an average of 9.9 star rating – out of 10 – just in over a month since the first episode.
Its Youtube viral videos are also growing hot in the internet as well. Titled “Part I: Revival of Jackson Park” and “Part II: Jackson Park’s Misses“, the videos are about a mysterious old man who goes to Hong-Dae area, an entertainment Mecca of Korea, well-known for street culture and clubs, and engages in a “dance battle” and about an old couple whose dance moves make everyone in the night club go wild. These two segments invited lightning-fast reactions with approximately 900,000 hits just within a month from their releases.
As it is revealed at the ends of the videos, the mysterious couple who dance extremely well for their age – Jackson Park and his misses – turns out to be Park Jae-bum and NS Yoon-G disguised as the elderly.
Such curiosity-arousing cartoons and videos with sudden turnarounds seem to be working well in promoting the company’s youth-friendly image and service, and also is succeeding in discreetly arousing interest towards its brand.
By J. H. Kim (jhkim@koreabizwire.com)
