The market of the intergrated insurance has been already the main stream in this field since Samsung Life Insurance launched it 2 years ago. In this market situation, M-Story campaign created new category in consumer’s cognition not the intergrated insurance category, and they shared the value as the key word ‘Family unit insurance’. As doing so, they made a step toward success for ‘Category One Brand’. Futhermore, this campaign fulfill their functions as advertising and PR commercials. We will research the background of this communication process and share the direction of this strategy, commitment and the result.