In 2022, with the lifting of travel restrictions in Korea, there was a surge in excitement and anticipation among consumers for domestic and international travel. This was further fueled by the increasing interest of the Millennials and Gen Z consumers in value-based consumption for themselves, resulting in a rising demand for travel experiences. NH Card, aiming to replace existing specialized overseas travel cards, partnered with global accommodation platforms and launched a new specialized product focusing on the "travel" concept. We initiated the project with Master Card Korea and NH Card to provide a new travel consumption experience by combining preferred naming, design, and benefits tailored to the target audience.

Joy of travel you can relate to
Based on NH Card's core values, target audience, and trends in the travel industry, we derived the idea of “The joy of travel you can relate to.” Centered around the delightful empathy of travel, we chose the name "On-Vacation" instead of conventional terms like Travel, Global, or Mileage. This naming was inspired by the online status of office workers on vacation, aiming to realistically resonate with the desire of busy modern individuals to escape on a trip.

Our goal was changing consumers' perceptions of the brand. NH Card had old-fashioned image compared to its competitors. This product aimed to address concerns that these perceptions might deter people from using it, even before discovering its benefits. We focused our overall communication strategy on one of brand's core values: friendliness.

The zgm.On-Vacation card maintained consistency in marketing content and engaged with the Millennials and Gen Z consumers across various social media platforms.

In addition to departing from its old-fashioned brand image, NH Card achieved the following positive results commercially through this project: 20,000 zgm.OnVacation cards were issued within the month of launch. Overseas spending increased more than 10 times compared to regular credit cards. On top of that, 91.1% of the cards issued were to new customers, significantly assisting NH Bank and NH Card in recruiting new members in a short period. Additionally, with each of the three card options garnering a consistent 30% preference rate, we succeeded in developing products that cater to diverse preferences. Furthermore, by winning various global design awards domestically and internationally, we effectively broke down communication barriers between the brand and consumers, concluding the project on a positive note. *Commercial Data provided by NH Card

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