{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"FINANCE, BUSINESS & COMMERCIAL PUBLIC SERVICES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"ADQUA, SEOUL","is_link":false},{"keyword":"TITLE","content":"CAN'T AFFORD TO PAUSE","is_link":false},{"keyword":"BRAND","content":"KBANK","is_link":false},{"keyword":"ADVERTISER","content":"KBANK","is_link":false},{"keyword":"AGENCY","content":"ADQUA INTERACTIVE, SEOUL","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"GUNYOUNG JUNG ","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"YONGKYU LEE","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"HYUNAH LEE","is_link":false},{"keyword":"ART DIRECTOR","content":"SEYOUNG PARK\/BOKYUNG SEO\/HYERI CHOI","is_link":false},{"keyword":"COPYWRITER","content":"SEHYUNG CHEON\/JUNWON HEO\/CHAEJUNG SON","is_link":false},{"keyword":"AGENCY PRODUCER","content":"JONGHYEON PARK","is_link":false},{"keyword":"DESIGN DIRECTOR","content":"HYUNCHUL KANG","is_link":false},{"keyword":"LEAD DESIGNER","content":"TAEHYEONG KIM","is_link":false},{"keyword":"DESIGNER","content":"MYEONGHEE KIM\/JUNGLYOUNG LEE\/HYEJIN JEON\/GWANGSIK KIM","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"JANGWON JO","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"GYEONGAH SHIN\/KIHYUN KIM\/YUNJEONG CHAE","is_link":false},{"keyword":"MEDIA DIRECTOR","content":"YEONMI CHEONG","is_link":false},{"keyword":"MEDIA PLANNER","content":"HAEGWANG JUNG\/KIHWAN KIM\/SEOYEON PARK","is_link":false},{"keyword":"OOH MEDIA BUYING","content":"JIHYE PARK","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"EPISODE FILMS, SEOUL","is_link":false},{"keyword":"DIRECTOR","content":"EUN U CHOI","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"JIHYUN KIM","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In Korea, nearly 75% of individual business owners were unaware that Kbank offered a dedicated Small Business Banking service. But the greater challenge Kbank faced was not awareness—it was authenticity. In a saturated financial market, Kbank needed to build Small Business Banking not as another functional product, \r\nbut as a meaningful brand rooted in the lived realities of business owners.\r\n<br>\r\n<br>Small business hardship had become a nationwide issue. Economic slowdown, intensified competition, and rising delivery-platform commission fees left independent owners with little room to rest. On average, Korean business owners took only 1.9 days off per month—not due to lack of desire, but because closing a store meant immediate income loss.\r\n<br>\r\n<br>Kbank responded by designing a lived brand experience rather than delivering a conventional message. \r\nThe campaign was built on a simple but powerful idea: “Business owners deserve the right to rest.”\r\n<br>\r\n<br>Selected owners were given paid leave through compensation for lost revenue during temporary store closures. These closures became the heart of the brand experience. Paid-leave notices placed on storefronts shared each owner’s story and reason for rest, transforming everyday retail spaces into immersive brand touchpoints where communities could encounter the brand’s purpose in real life.\r\n<br>\r\n<br>The experience extended beyond physical spaces. Current-affairs YouTube interviews and Instagram content followed owners as they rested, allowing broader audiences to engage emotionally with the journey. By seamlessly connecting retail environments, media, and social platforms, Kbank optimized every touchpoint of the consumer journey.\r\n<br>\r\n<br>Through this end-to-end experience design, the campaign increased brand affinity and delivered tangible commercial results—redefining Kbank not as a functional bank, but as a genuine partner that designs meaningful experiences rooted in empathy for small business owners.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The campaign was built on a powerful cultural insight: for small business owners, “paid leave” is a nearly nonexistent concept. While paid vacations are taken for granted in salaried work, closing a store typically results in immediate financial loss for independent owners.\r\n<br>\r\n<br>The creative idea placed paid leave at the center of the campaign, introducing an unfamiliar and culturally inaccessible concept to generate instant contrast and attention. What is usually considered an operational loss for small businesses was reframed as a meaningful brand experience.\r\n<br>\r\n<br>Rather than relying on traditional advertising, temporarily closed shops during vacation periods were transformed into real-world media. Large-format storefront notices shared each owner’s personal story and time away, turning physical absence into a visible and emotional presence. Everyday neighborhoods became the channel, and rest itself became the medium.\r\n<br>\r\n<br>These authentic, human messages invited empathy, sparked conversation, and encouraged organic sharing within local communities. By converting an everyday limitation into an unexpected communication opportunity, the idea demonstrated breakthrough thinking in how brand experiences can live, travel, and scale in the real world.","is_link":false},{"keyword":"STRATEGY","content":"The primary target audience was small business owners whose income stops the moment their stores close. Secondary audiences included local residents and the general public, whose empathy helped extend \r\nthe campaign’s impact beyond individual participants.\r\n<br>\r\n<br>Prior to the campaign, awareness of Kbank’s dedicated Small Business Banking offering was low, resulting in limited emotional connection with small business owners. The strategy therefore focused on repositioning Kbank as \r\nan authentic partner through tangible action rather than financial promotion.\r\n<br>Instead of advertising banking services, Kbank addressed the key barrier preventing rest—income loss. \r\nBy compensating lost sales during temporary store closures, the brand delivered rest itself as a real, lived experience aligned with the everyday realities of small business owners.\r\n<br>\r\n<br>The consumer journey was deliberately embedded within owners’ daily environments. Stores closed for paid leave became shared touchpoints where business owners, customers, and the Kbank brand intersected, transforming familiar retail spaces into authentic brand experiences. Paid-leave notices on storefronts shared each owner’s personal story, creating emotional resonance and encouraging empathy.\r\n<br>\r\n<br>This offline experience extended into digital channels through current-affairs YouTube interviews and Instagram content. By connecting touchpoints from storefront to screen, the strategy increased brand affinity, deepened engagement, and supported tangible commercial impact.","is_link":false},{"keyword":"EXECUTION","content":"The campaign began with an open call for participation from business owners in urgent need of rest. Kbank recruited participants through bus advertisements, influencer PPL content, and digital channels where small business owners actively gather. As a result, 5,788 stories were submitted.\r\n<br>\r\n<br>In the second phase, selected owners were provided with paid leave by compensating income loss during temporary store closures. This phase formed the core brand experience. During the vacation period, each selected store displayed a large-format paid-leave notice explaining the reason for closure, along with the owner’s personal story and time away. These closed storefronts became the campaign’s primary experiential touchpoints, transforming familiar neighborhood shops into moments of brand encounter.\r\n<br>\r\n<br>In the third phase, the experience expanded into digital storytelling. Current-affairs YouTube channels released interviews featuring participating owners’ realities and their experiences after receiving paid leave, while travel creators captured moments of the owners enjoying their time off.\r\n<br>\r\n<br>Finally, a recap film tracing the journey from constant work to paid leave was distributed across YouTube and Instagram, extending engagement and reinforcing the experiential narrative. From recruitment to offline experience and digital amplification, the execution delivered a seamless, experience-led brand journey rooted in real life and scaled through media.","is_link":false},{"keyword":"RESULT","content":"The campaign successfully increased awareness and participation for Kbank’s Small Business Banking through \r\na purpose-driven, experience-based approach. By delivering real paid leave, it generated strong public attention and active engagement. Campaign-related content recorded 18.03 million views, with over 97% positive and empathetic responses, indicating emotional engagement beyond simple exposure. Approximately 150 major earned media coverages further extended the campaign into broader public conversation.\r\n<br>\r\n<br>These shifts led to measurable changes in consumer awareness and behavior. Aided awareness of Kbank’s Small Business Banking increased by 4% compared to pre-campaign levels. The number of users grew by approximately 410% versus the beginning of the year, alongside 6,900 new small business account sign-ups. In addition, campaign-linked events recorded around 75,000 participations, demonstrating clear conversion from awareness to action.\r\n<br>\r\n<br>Importantly, the campaign delivered sustained engagement beyond the initial execution period, with continued participation and account growth following the campaign, confirming that the experience translated into lasting consumer response rather than short-term attention.","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.youtube.com\/watch?v=DrABrxk3mZY","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.youtube.com\/shorts\/Hpnfeuv6LRE","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.youtube.com\/watch?v=BNSKA6ycRZ8&T","is_link":true}],"files2":[{"name":"BE04_001.mp4","type":"mp4"},{"name":"BE04_001_DI01L.jpg","type":"jpg"}],"count":2}