Woori Investment Securities launches first brand campaign on 2nd anniversary

Woori Investment Securities has launched its first brand campaign to mark the second anniversary of its founding as a brokerage. The company's strategy is to expand customer touchpoints by leading with a message that investing need not be intimidating — and that anyone can start easily and comfortably.

The firm on Monday unveiled its first brand advertisement, titled "Woori, Let's Invest. Woori Investment, Let's Do It.," formally kicking off the campaign.

The ad carries the message that investing is not difficult or burdensome, and that anyone can get started easily and comfortably through Woori Investment Securities. It focuses on lowering the psychological barriers to investing by depicting everyday situations familiar to any investor, rendered with wit and relatable humor.

The campaign comprises three installments: "Rumors," "Averaging Down" and "Prayer." Each spot captures a recognizable investor experience — being swayed by tips and hearsay in a volatile market, contemplating averaging down to recover losses, and ultimately watching the market with nothing left but hope — drawing on that shared anxiety for comic effect.

Each video drives home the message with the tagline: "Investing isn't something you do on rumors, by averaging down, or through prayer. You do it the easy way." The closing line of each spot delivers the campaign's core message: "Woori, let's invest. Woori Investment, let's do it!"

The ads will roll out in stages across online platforms including YouTube, Instagram, Naver and Kakao, as well as offline channels such as subway stations, buses and downtown digital billboards. Woori Investment Securities plans to expand brand awareness through August and September by reaching customers at multiple touchpoints in their daily lives.

"This brand campaign was designed to help customers who find investing difficult and complicated approach it in a more accessible and familiar way," a company official said. "We will continue to expand brand activities that naturally integrate into customers' everyday lives, delivering an easy and convenient investing experience."

Woori Investment Securities posted a net profit for the period of 24.7 billion won ($17.1 million) in the first half of this year, up 47.1 percent from the same period last year, driven by growth in investment banking fees. The share of non-interest income also rose to 58 percent from 43 percent in the first half of last year, reflecting accelerating progress in diversifying its revenue mix.