CI Campaign through Character Marketing

Do you have a "Daddy Long-Legs" in your life?

Celebrating its fourth anniversary, KHFC launched a campaign featuring a heart-warming character called "Daddy Long-Legs" to enhance its corporate image.  Character marketing in the stodgy financial sector itself is extraordinary.

"Daddy Long-Legs" is a main character of the 1912 novel by the same title by American writer Jean Webster.  He is an anonymous benefactor who financially and psychologically supports an orphan girl to help her realize her dream.

Noting that the image of "Daddy Long-Legs" in the novel is entirely in keeping with the vision of KHFC to be "a lifetime financial partner," KHFC decided to use a character portraying "Daddy Long-Legs" in its CI efforts, including corporate PR.