SEOUL, Oct. 23 (Korea Bizwire) – Samsung Electronics captivates Russian people’s heart with its cultural marketing. The Korea’s leading electronics company displayed its 105-inch curved ultra HD television on the stage of the Yasnaya Polyana Book Awards held in the Beethoven Concert Hall in the Bolshoi Theater, Moscow, on September 21. The Yasnaya Polyana Book Awards is an annual Russian literary prize established by Leo Tolstoy museum-estate and Samsung Electronics in 2003.
The TV delivered each and every precious moment of prize giving to Russian audience. In particular, Russian dignitaries including the Minister of Culture, cultural advisors to the President and other celebrities were present in the event in celebration of the “Year of Russian Culture.”
The award sponsored by the affiliate of Samsung Group is one of the three renowned Russian literary awards, promoting the Russian literary field and paying tribute to Leo Tolstoy, one of the greatest and Russian’s favorite writers.
Mercedes-Benz is also actively doing cultural marketing in South Korea. The Germany-based automotive manufacturer launched a driving center called “Mercedes Me” in Seoul’s Gangnam on September 22. The exhibition center targets Korean young people who are deeply fascinated with Mercedes-Benz cars.
Visitors can test-drive various types of Mercedes-Benz. They can also enjoy baking and coffee making classes. Not only that, exciting events such as band performances, DJ shows and magic performances will please them. Anyone who is interested in the car can visit and enjoy.
Thanks to their aggressive cultural marketing, companies like Samsung and Mercedes-Benz have reaped fruit overseas. The share of Samsung television sales is equivalent to 36.7 percent in the Russian market. In case of its ultra HD television, the share accounted for 56.4 percent in the local market. In South Korea, a total of 3,538 Mercedes-Benz cars were sold last month, overtaking BMW and taking the first place among all imported car brands.
By Veronica Huh (email@example.com)