[Asia Economy Reporter Suyeon Woo] The home appliance industry is strengthening cultural marketing by utilizing various means such as art, ballet, and music to increase touchpoints with consumers. The strategy is to attract consumers' attention through unique marketing and enhance the premium brand image by collaborating with world-renowned museums, ballet companies, and orchestras.
According to the industry on the 19th, Samsung Electronics partnered with the Louvre Museum in France this month to allow viewers to enjoy world-famous masterpieces through its lifestyle TV, The Frame. With this, Samsung Electronics has showcased major works from world-famous museums such as Spain's Prado and Russia's Hermitage Museum through The Frame.
The Frame offers 1,500 works by over 600 artists from 42 countries worldwide through its dedicated platform, the Art Store. Through this partnership, viewers can enjoy masterpieces such as Leonardo da Vinci's Mona Lisa and Eug?ne Delacroix's Liberty Leading the People.
A Samsung Electronics model is introducing the Louvre's masterpiece Mona Lisa through the 85-inch 'The Frame' at the Samsung Premium Store Galleria Gwanggyo branch. Photo by Samsung Electronics
LG Electronics is attempting unique and innovative marketing by collaborating with famous artists and brands such as the Royal Philharmonic Orchestra, the Bolshoi Ballet, and Bulgari, combining performances, exhibitions, and electronic products.
Last month, LG Electronics held an event in the UK inviting business partners and VIP customers to introduce the LG SIGNATURE OLED R. At this event, the product was presented alongside a performance by the Royal Philharmonic Orchestra, capturing the attention of attendees. The screen rolled up and unfolded in sync with the music, receiving praise for showcasing the harmony of technological innovation and art.
In Russia, LG Electronics promoted the LG SIGNATURE OLED R to VVIP customers. The event held at the Pushkin Museum was spectacularly combined with ballet performances by dancers from Russia’s representative Bolshoi Ballet.
LG Electronics installed an OLED display at the entrance of the Bulgari Color exhibition hall held at the Hangaram Art Museum in Seoul Arts Center and created an OLED exhibition zone. Photo by LG Electronics
Earlier, LG Electronics installed OLED displays such as OLED signage, OLED flexible signage, and transparent OLED displays at an exhibition hosted by the luxury jewelry brand Bulgari, presenting an art project. The beautiful colors unique to Bulgari jewelry and media art inspired by them were showcased through over 100 LG Electronics OLED displays.
An industry official explained, "VVIP marketing using cultural content is gaining attention, moving away from the past promotional methods that simply emphasized product technology. It not only enhances brand image but also increases consumers' understanding of the products."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
