WOORI BANK: GLOBAL TOUCH – LOCAL SENSEN | Transformation Built on Being Stronger Together
Background
WOORI BANK, South Korea’s No.1 bank, has operated in Cambodia for over three decades under the name WB Finance. As the institution prepared to transition from a microfinance provider to a full commercial bank, the challenge wasn’t just operational—it was brand perception. The rebranding needed to honor the trust of existing clients while elevating the bank’s identity to resonate with a broader, more aspirational audience.
Challenges
The transformation from WB Finance to WOORI BANK required more than a name change. The core challenge was to introduce WOORI BANK as a modern, credible, and customer-first banking institution without alienating its microfinance legacy. It needed to reassure existing users, attract a new generation of banking customers, and position itself as a top-tier financial brand in Cambodia.
Strategy and Approach
Leveraging our OXYGEN MATRIX™, we began with deep diagnosis:
- CODE™ – Market and cultural landscape decoding to understand consumer mindset, competitor positioning, and whitespace opportunities.
- CORE™ – Audience architecture to define evolving financial needs, emotional motivators, and behavioral segments across urban and rural Cambodia.
- RADAR™ – Competitive intelligence tracking to identify gaps in market communication and banking service perceptions.
From these insights, we developed the brand proposition:
“Global Touch – Local Sense.”
A strategic positioning that embraced WOORI’s international credibility while anchoring it in local relevance, accessibility, and trust.
Creative Idea and Execution
The core idea, “STRONGER TOGETHER,” captured the evolution of the institution and its belief in collective financial empowerment. The creative platform was designed to reflect strength, stability, and inclusivity—mirroring the journey from microfinance to full banking.
We brought the idea to life through a fully integrated launch campaign:
- A high-impact rebranding launch event
- Nationwide OOH and traditional media placement
- Strategic PR amplification
- Human-centered social media storytelling
- Ongoing financial literacy programs (online and on-ground)
- Community roadshows and activation to reach grassroots audiences
Each touchpoint was crafted to reinforce the new brand while remaining emotionally accessible to existing customers.
Result
The rebranding campaign successfully repositioned WOORI BANK as a major player in Cambodia’s financial sector:
- Significantly enhanced brand reputation and awareness
- Strong uptake from both existing and new customers
- Positioned WOORI BANK among the top 5 most recognized banks in Cambodia post-launch
Created a long-term foundation for sustainable brand equity and market leadership
