The best way to introduce a new service is to allow consumers to experience it in person. However, it is very challenging to convince consumers to install an app that requires complex procedures like identity verification before they can actually access the financial services. Our goal was to find a way to welcome potential customers to the services of Daol Digital Bank Fi without facing any inconvenience. We came up with an idea to offer potential customers a unique experience where they can envision a luxurious life, and continue to seamlessly integrate that feeling into their daily routines. This led

The financial app market in Korea is oversaturated with over 200 existing options, but only around 7 of them are favored by consumers. In such fierce competition, we were planning to launch a new digital banking app with an advertising budget only one-fourth of our competitors. Therefore, we needed a very special way to stand out among numerous competing brands.

We found a way to appeal to consumers' desires rather than their rational thinking. We made the desire for success and wealth, the ultimate value that financial services can offer, the focus of our campaign. We brought this idea to life through our specially crafted fragrance, the "Money Perfume." Our aim was to create a unique scent marketing approach that could be infused into consumers' daily routine at various touchpoints, stimulating their desire for a rich and successful life.

Our objective was to capture the attention of the 2539 target audience, who wield considerable influence in spreading content, by offering a limited edition "money perfume" that served as the main character of our campaign which quickly became a collector's piece. The scent successfully encapsulated the brand's vision of promising a wealthy life. We launched an integrated marketing campaign both online and offline channels, centering around this distinctive product. As a result, our idea was a viral hit across the globe, particularly among the 2539 target audience, allowing us to cultivate a youthful and innovative brand image and achieve an unexpected influx of customers.

The Money Perfume was born with the collaborative work with Korea's top fragrance brand Soohyang. The manufacturing process was documented and released through TV and digital ads. A lucky Draw promotion was announced through the ads, and the entering process was only available through the app, which effectively collected a large volume of new users. The Money Perfume was also available in various touch points such as pop-up stores and perfume making classes. Integrated communication was achieved across various online and offline media. This allowed the name of the new financial app, 'Fi,' to be widely recognized and even gained a youthful and innovative brand image.

Our biggest goals to increase the 'number of app downloads' and 'app usage rate has been achieved significantly. The campaign resulted in a 779% increase in app downloads, 1,127% increase in the app's monthly active users, and 1,576% increase in brand search volume. More than 60,000 people participated in the lucky draw and pop-up store event, and about 27,000 perfumes were presented. The Money Perfume was a viral hit. On social media, often the perfume bottle was featured as a brilliant decor, Although it was a free promotional item to costumers, the perfume traded over 70 US dollars at the market. Even though Daol Digital Bank Fi was a clear latecomer in the market, by brilliantly encapsulating the desire for a success and wealth into collector's piece, the first launch campaign led to success.

Due to the implementation of the ‘MyData’ Act, competition in the Korean digital financial market is becoming very fierce as financial platforms with differentiated services along with competition in existing banking apps.

In the case of major competitive financial apps in the market, advertising costs of 10 billion won per year were executed.

In the case of Fi, it is a newly launched app brand (0% recognition), and marketing costs are one-fourth, which is very inferior in competition.

Nevertheless, it was necessary to secure competitiveness in the entire financial app brand market, not from a competitive perspective in the savings bank app market.