[DigitalToday reporter Ji-young Lee (이지영)] K Bank is expanding its offline brand touchpoints to cinemas after subway ATMs and station name co-branding.

K Bank said on Wednesday it will run a brand campaign from July 18 at CGV screening rooms nationwide to promote movie-going etiquette.

The campaign video shown before films features fruit characters from K Bank's savings product “Deguldegul Farm” and an ant character from its virtual investment game service “Weekly Investment King.”

The video introduces basic movie-going etiquette such as refraining from using mobile phones and talking during screenings.

The company said the campaign was designed to complement the characteristics of an internet-only bank centered on non-face-to-face operations and to expand brand exposure in cultural spaces customers use in daily life.

K Bank currently operates its own ATMs at about 40 major subway stations. Last year, it increased offline touchpoints by adding its name to the station name of Euljiro 4-ga Station, where its headquarters is located, as “Euljiro 4-ga (K Bank).”

A K Bank official said, “We planned the campaign so customers can naturally encounter the brand while we provide viewing etiquette guidance at cinemas.” The official added, “We will expand brand activities linked to customers’ daily lives.”