Redefining Insurance Accessibility: Kakao Pay’s New Approach

Kakao Pay Insurance, under the leadership of CEO Jang Young-geun, is embarking on a new chapter with the launch of its inaugural brand campaign. This initiative, centered around the slogan closer insurance, aims to demystify insurance and integrate it seamlessly into the daily lives of users. The campaign seeks to elevate brand recognition by positioning Kakao Pay Insurance as an accessible and user-friendly service.

Engaging Content: Brand Films Highlighting Everyday Insurance Needs

At the heart of the campaign are four brand films, each designed to resonate with viewers by showcasing relatable scenarios where insurance becomes a necessity. Thes videos cover a range of insurance products, including:

• Child Insurance: Depicting the unpredictable nature of parenting through humorous movie parodies.
• Mobile Phone Insurance: Illustrating how easily accidents can happen in everyday life, emphasizing the importance of protection.
• overseas Travel Insurance: Sharing comical anecdotes, such as an unexpected encounter with a gorilla, to highlight potential travel mishaps.
• Extensive Insurance: Weaving together various everyday situations where insurance proves invaluable.

These films are crafted to create a sense of shared experience, encouraging viewers to recognize the potential need for insurance in their own lives. According to a recent study by the Korea Insurance Research Institute, awareness of the importance of insurance has been steadily increasing, with 78% of Koreans now holding at least one type of insurance policy.

Interactive engagement: Participatory Events and Prizes

To further engage with its audience, Kakao Pay Insurance is hosting a series of interactive events linked to the brand films. Viewers are invited to participate by watching the videos on the official Kakao Pay Insurance YouTube channel and engaging in activities such as:

• Finding hidden speech bubbles (Easter Eggs) within the videos.
• Suggesting option final lines for characters.
• Creating parodies of the featured movies.

Participants stand a chance to win a share of a ₩10 million prize pool, with prizes including stylers, ticket gift cards, Bluetooth speakers, and Americano gifticons. Winners will be announced on the YouTube channel on July 14th. A similar event is also being held on the official Instagram channel, allowing users to participate on both platforms.

Leveraging the Kakao Ecosystem for Enhanced User Experience

Kakao Pay Insurance aims to expand its reach and solidify its brand identity by utilizing various content formats and distribution channels. The company plans to leverage the strengths of the KakaoTalk and Kakao Pay platforms to provide a seamless and intuitive insurance experience. This strategy aligns with the growing trend of embedded finance, where financial services are integrated directly into non-financial platforms.

CEO’s Vision: Making Insurance Accessible to All

CEO Jang Young-geun emphasized the campaign’s objective to dispel the notion that insurance is complex and inaccessible. He stated:

This campaign was designed to break the stereotypes that insurance is tough and complicated, and to convey that anyone can use it easily and easily from insurance to claims with KakaoTalk. We have to feel the need for insurance.
jang Young-geun, CEO of Kakao Pay insurance

He further added:

We will continue to strengthen communication so that the user finds the value of insurance in everyday life and becomes the first brand that comes to mind when needed.
Jang Young-geun, CEO of Kakao Pay insurance