그리고 서울시장 예비 후보, 이계안 2.1연구소 이사장.
그가 이 시대를 살아가는
모든 젊은이들에게 해주고 싶은 말이 있다.
잡을 수 없는 꿈만 바라봐서는 절대 성공할 수 없다.
거친 세상의 경쟁논리를 제대로 알고 승리를 위한 전략을 세우자!
그 아홉 번째 이야기,
"남들이 가보지 않은 길로 가라!"
현대캐피탈의 회장이 되어서 워크아웃 상태였던 (구)다이너스 카드를 인수하고 본격적으로 카드사업에 뛰어들었다. 삼성카드나 LG카드 등 다른 대기업들이 이미 시장에 자리를 잡고 있는 상태에서 후발주자로 등장한 것이라 마케팅에 사활이 달려 있다 해도 과언이 아니었다.
소비자들에게 가장 밀접하게 다가갈 수 있는 것은 뭐니 뭐니 해도 TV광고였다.
당시 '카드 권하는 사회'에서 타 회사들은 카드사용을 통해 누릴 수 있는 삶의 멋과 여유를 광고에 담고 있었다. 대개가 가장 인기가 많은 연예인이 출연해 멋진 옷을 입고, 비싼 음식을 사먹으며, 쇼핑봉투를 잔뜩 들고 좋은 차를 타는 내용이었다.
우리 회사에서 의뢰한 제작사에서 만들어 온 광고는 그런 것과는 거리가 멀었다.
화려한 조명과 배경, 최고의 스타는 나오지 않았다.
당연하게도 중역들 사이에서는 난리가 났다.
그 때 경쟁사의 광고에는 정우성 씨나 이영애 씨가 출연하고 있었다. 중역들은 우리 광고의 모델들이 그만한 스타가 아니라는 이유를 들어서도 반대했다. 또 광고의 카피가 너무 추상적이고 익숙하지 않다는 등 갖가지 이유를 들어 그 광고에 반대했다.
그네들의 의견을 무시하는 것은 아니었다. 우리는 후발주자이니 인지도를 높이기 위해서는 유명연예인이 등장하는 것이 실패확률이 낮다는 판단은 일리가 있는 것이었다. 안정적으로 가고 싶어하는 것이 당연했다.
하지만 내 생각은 조금 달랐다. 현대자동차에서 일할 때도 광고를 찍었다.
당시 최고 인기였던 여자연예인이 출연했지만 사람들은 연예인의 예쁜 얼굴만 기억할 뿐 판매량은 시원찮았다.
'광고에 덮어놓고 톱스타만 출연시킬 게 아니구나'라는 것을 그 때 깨달았다.
그러나 나 혼자서는 중역들을 다 감당할 수가 없었다. 내 독단적으로 결정할 수만도 없는 일이었다.
이리저리 궁리를 하다가 과장, 대리급의 비교적 젊은 사원들을 불러 모았다. 광고를 보여주고 반응을 물었더니 '신선하다, 괜찮다'고 했다. 익숙하지는 않았지만 대신 신선하고, 우리 회사의 핵심 타깃인 '가장 열심히 일하는 세대'에게 어필할 수 있으리라는 자신이 생겼다.
지금은 너무나도 유명한 이 광고. 바로 이 광고가 우리회사의 모험이었다.
안정적으로 다른 회사처럼 더 유명한 연예인을 써서 실컷 카드를 쓰는 모습을 담은 광고를 만들 수도 있었을 것이다. 하지만 그렇게 하지 않았고 결과적으로 현대카드는 2~30대의 도시남녀에게 좋은 반향을 일으킬 수 있었다.
어떤 새로운 일에 뛰어들 때 기존의 것을 배우고 안정적인 방안이 무엇인지를 잘 아는 것은 중요하고, 또 필요한 일이다. 그리고 때에 따라서는 무조건 튀는 것이 좋지 않을 수도 있다.
그러나 한 번쯤 생각을 전환해 보는 것, 전례를 교훈 삼아 더 나은 새로운 것을 고안해내는 것은 그에 못지 않게 중요하다. 대개 나이가 들면 점점 더 안정을 추구하는 경향이 높아지고 보수적으로 변해간다고 한다.
그러니 젊은이들이여, 젊을 때에 충분히 남들이 가보지 않은 길로 가보기를 바란다!
1. 당신은 멘토가 있습니까?
2. 어떻게 그렇게 빨리 승진하셨습니까?
3. 도전하지 않는 자는 항상 패배자일 뿐이다
4. 나는 문사철을 편애한다
5. 단 한번 올인하기
6. 평생 부지런떨기
7. 샐러드형 사고하기
8. 현대자동차 CEO, 이계안입니다
댓글 '14'
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