[202] 4 steps forward
“Hurray! World Big 4”
An advertisement predicting advancement to the semifinals and a gift of 1,000 cars, the appearance of a new car clearly revealed.
When the commercial aired, half of the story was about advancing to the semifinals and the other half was about the new car.
There were quite a few people who were disappointed when it was revealed that it was a 900cc compact car, but the general public was enthusiastic about the low price and the visible distance within reach.
On the evening of the 22nd, the entire Republic of Korea was excited by the incredible confirmation that the national team advanced to the semifinals.
Since it was a Saturday weekend evening, young people who had forgotten the night before walked the streets until dawn and enjoyed their victory.
That time.
Everyone gathered to discuss what strategy to take for the semifinals, which will be held in three days.
President Cho Dae-ho, as well as the public relations team, marketing team, and strategy department executives were all engulfed in excitement and put their heads together to come up with the best plan.
If there was a miracle of advancing to the finals, people were scrambling to come up with opinions on which event should attract the most attention.
This is why going with the flow is scary.
As the winning streak continued, some people even forgot that the opponent in the semifinals was Germany, a traditional powerhouse, and were confident of victory.
Well, beating Spain, Italy, and Portugal is also a miracle. If three miracles happen in a row, isn’t it human nature to expect a fourth?
“What do you think, Dojun? Should we do it on a large scale?”
President Cho did not lose his cool and asked my opinion. Because there is no doubt that I am the reason for the tremendous results achieved so far.
“Let’s stop now.”
“what?”
“At this World Cup, we achieved hundreds of times the effectiveness compared to the cost. No matter how much I try, it’s neither fun nor impressive. Attention has already been focused on whether they will win the semifinals and, if so, who they will face in the finals. Even if we make another prophetic advertisement, the risks will only increase.”
“risk?”
A dozen puzzled eyes were focused on me.
“Now you’re talking as if winning is a given, right? Probably every citizen of the Republic of Korea thinks that way. So even if our advertisement predicts victory, it won’t have much of an impact. But isn’t it impossible to predict that you will lose? “If we lose in the semifinals, the responsibility should be borne not by the national team but by HW Automobiles.”
Until now, I have never predicted defeat.
The only draw in the group stage was a disappointing advertisement, but it was a good result of advancing to the tournament, so it was not a disaster.
“I tell you again, we are not prophets. If you predict defeat and the prediction comes true, is it a good public relations strategy? Is this an ominous prophecy? “Think about it carefully.”
Everyone was silent.
I think everyone has recognized that now is the time to be most careful. While the entire nation is intoxicated with the joy of victory, we here must never forget that we are in a position to do business with those people.
“Your opinion is failure to advance to the finals?”
When everyone was careful about what they said, Oh Se-hyeon, who thought I was very easygoing, asked with a smile. It was also a way to relax the rigid meeting atmosphere.
“It’s a miracle that we’ve come this far. There is no need to say that it is a miracle to beat Germany and that it is a new myth. “I’ll vote for you to lose.”
“Then we’ll have to assume defeat and come up with a strategy.”
President Cho Dae-ho also spoke carefully.
“If you want to get attention, wouldn’t doing nothing be the best strategy?”
Silence fell in the conference room again.
The public relations and marketing teams seem to have decided that it would be wiser to think things through before speaking out rather than hastily expressing opinions.
“Maybe it’s a good strategy to stimulate curiosity and get people talking.”
“Curiosity reaches its peak when something familiar disappears. If it weren’t for our commercials that appeared in every game, that alone would be a hot topic. “I wonder what the results of the semifinals were like so they put an ad on it.”
After that, many opinions poured in.
Now is the time for experts like these to take charge. I gave my final opinion and stood up.
“Now, regardless of the result of the semifinals, there are two games left. If we win, it’s the finals, if we lose, it’s the 3rd and 4th place matches. “On the 29th, we completed reporting the use of Seoul City Hall Plaza.”
“Wait a minute, isn’t it the 3rd and 4th place match that day? “You think you’re sure to lose!”
Oh Se-hyeon checked the game schedule and shouted.
“Anyway, the final is in Japan. “I thought I would enjoy the pre-festival if I made it to the finals.”
For now, I let go of the pretense.
“It doesn’t matter what the ranking is now. “The national team that has come this far will be showered with praise and support, right?”
“Yes, the two most popular stars signed with us. haha.”
President Cho Dae-ho, who had already concluded the advertising contract with Coach Hiddink and Park Ji-sung, burst into a happy laugh.
“We would like to thank the rest of the staff other than the players. Doesn’t seem like a good idea to give them a new car as a gift, right? It’s a compact car. “How about giving HW’s midsize sedan as a gift instead?”
“As for the staff… ?”
“Coaching staff, technical coordinator, physical therapist, physical trainer, video analyst, equipment manager, interpreter, media officer, etc… . That’s quite a large number of people. They worked silently in the shadows. “I wonder what it would be like to express our gratitude when no one is paying attention?”
“Is that okay? Attentive consideration… . “Isn’t it heartwarming?”
“My opinion ends here. Now, I hope the experts in the relevant department will solve it well… .”
* * *
On the morning of the 25th, opinions were divided when our advertisement was not visible, but the most common opinion was that it was like an empty newspaper without the day’s horoscope.
And the semifinals that started that evening ended with Germany’s victory.
There were many comments saying that they had guessed HW Automobiles since there was no advertisement, but the most comments were praise and gratitude towards the national team that created the legend of advancing to the semifinals.
As we watched how our employees solved the problem, we were able to confirm it right away the next day, the 26th.
“I would like to express my gratitude to the national team that created the legend of reaching the World Cup semifinals. “From coach Guus Hiddink to the chef who provided food for the national team, HW Automobiles prepared small gifts.”
Below the advertising text was a large photo of a mid-sized sedan.
And I don’t know whose idea it was, but that evening’s news started with a parade of about a hundred cars.
The destination of this motorcade was Paju NFC.
Although the coach and players did not appear in the news, everyone from the coaching staff to the Paju NFC security guard showed up and received car keys for several minutes.
Thankfully, several of the restaurant ladies at the Paju Center even shed tears, and the news cameraman did not miss this sight.
This is successful pre-marketing.
The concept car was fully showcased in Korea and overseas at a much lower cost than exhibiting it at the Frankfurt Motor Show.
I heard that interest from overseas dealers has already exploded and requests are pouring in to advance the official release date.
Now, once the event to present
It would have been great if we had won against Turkey, but it was disappointing.
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On Saturday the 29th, people began to gather in the afternoon to watch the game on the large screen at Daegu Stadium starting at 8 p.m.
The first thing people noticed when getting off at City Hall subway station was the
“it’s okay. Feel free to look at it. “Check the interior and sit on the seats.”
About a dozen helpers guided onlookers and handed out pamphlets.
Our own motor show was held.
The excitement in City Hall Square grew hotter with performances by popular singers. Because of the huge crowd before the game started, it was difficult to remove the exhibition vehicles.
When the evacuation was finally completed with the help of the police in charge of controlling the city hall square, HW Automobile’s public relations and marketing team members sighed with relief and headed home for the first time in a very long time.
I am proud that the month-long promotion in conjunction with the World Cup has ended successfully.
* * *
The 2002 World Cup, which ended with Brazil’s victory, was an international event that left many memories behind.
A politician who is a member of FIFA quickly rose to the level of a presidential candidate, and in Korea, a non-mainstream rock band rose to the rank of national singer.
Foreign soccer coaches have become national heroes to the extent that there are jokes that they will win the presidency if they run for president right away, and several young players who were virtually unknown before the World Cup have achieved stardom, receiving calls from overseas clubs.
If there are people whose ransom prices have risen, there are also people whose prices have fallen.
“Sponsorship costs alone are $100 million, and domestic event costs are 40 billion won, is that correct?”
Daehyun Motors Chairman Joo Tae-sik’s voice, difficult to tell whether it was a question or a rebuke, filled the conference room.
“what? “Why is no one answering?”
“Yes, that’s right.”
“however? Money was so tight, so why did HW, a gathering place for scoundrels like Ajin and Sunyang, become so popular? “Did they spend hundreds of billions or even trillions of won?”
“Well, that’s because of the advertisement… … .”
“advertisement? What advertisement?”
I’m not repeating it because I don’t know. There is no one who doesn’t know about HW Automobile’s advertisements that accurately predict the results of games like a possessed shaman.
“Oh, that commercial that would make Nostradamus cry?”
When the executives did not answer as if they were dumb, Chairman Joo Tae-sik answered on his own.
“No matter how much I didn’t study and just played around, I can at least read that the advertisement was a very clever thing and not a prophecy. “Didn’t you see Cho Dae-ho’s interview?”
“President. It sounded plausible, but you really can’t advertise something like that unless you have a shaman with you. Isn’t it the World Cup? “Every morning, I guess the results of that day’s game. How do I click on it?”
Thanks to the guy who talked back to Chairman Joo Tae-sik, all the executives felt relieved. It’s not that he said anything wrong, it’s because that’s what everyone wanted to say.
And the reason he can act so arrogantly is because he is Chairman Joo Tae-sik’s favorite eldest son.
“so? Should we bring a shaman too? Shall we go to Miari?”
“no. “You should go with HW car, not Miari.”
“what?”
“The guy who planned this advertisement, we need to bring him in. As the Chairman said, the guy who created the advertising slogan that delicately walked the tightrope between prophecy and the hearts of the people. “We have to bring him back.”
Chairman Joo Tae-sik’s eldest son had an arrogant expression on his face, as if he was convinced that this was a very good idea.
“good night. “Then you can bring in the guy who planned that ad, right?”
“Please just leave it to me. And a generous budget. “I will bring you back even if it means throwing money into my mouth.”
When his son confidently spoke with the intention of beating his heart, a naughty smile appeared on Chairman Joo Tae-sik’s lips.
Executives sensed that something strange was going on. Because I know from experience that behind that smile, you throw everything you can get your hands on.
But contrary to expectations, nothing was thrown. Are you looking at me as your son?
“Money in your mouth? Will that guy come? “It won’t be easy, right?”
“yes?”
“I heard he’s the richest person under the age of 20 in our country? The next-generation CEO with a known personal fortune of over 100 billion won and who inherited three or four of Korea’s top financial companies. How much would you have to throw into the mouth of a guy like that to bring him back? 1 trillion won? 2 trillion won?”
“S-No way, that guy…” ?”
Chairman Joo’s eldest son opened his mouth in embarrassment.
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