The future of banking isn’t just digital, it’s immersive digital experiences. To grow Kookmin Bank’s fintech presence, we created a friendly and fun brand experience for their most avid users—millennials.
Each month, more people use digital banking than the last. However, very little differentiates these fintech opportunities from one another. Kookmin Bank wouldn’t win over the next generation of customers with an experience that has the same look and feel as their branches. It needed to be totally new, unique, and lively. It needed to be Liiv.
Liiv is a live, integrated, interesting, and valuable mobile platform offering a truly unique mobile banking experience. It’s a full-on lifestyle brand, led by the Liiv character, a helpful cartoon coin that appears in ads, emojis, merchandise, and the app itself. To bring Liiv into the real world, Kookmin Bank partnered with Korean pop idol megastars I.O.I. Liiv connects with a millennial audience over their phones and in-person in ways most banks never dream of—through ads, concerts, and fan meet-and-greets. The entire experience, from opening the app to sponsored events and t-shirts, is bright, colorful, and immediately accessible—a brand that’s open, approachable, and makes handling finances a fun part of your everyday life.
700,000 people downloaded the app in four months, and as Liiv continues to find new ways to wow customers through their app and in person, that number has only grown.