SEOUL, June 10 (Korea Bizwire) – Preparing for a big battle prior to the forthcoming world soccer event in Brazil, Samsung Electronics began a unique TV marketing promotion in which various products including the Curved UHD TV, Smart Air-conditioner, Chef Collection Refrigerator, Galaxy S5 and Gear Fit are featured together.
In it, Samsung introduced a new commercial marketing concept called “cross-category” in which various products appear together in a TV commercial. Samsung expected synergies in the advertising with products of different categories together.
Centering on the curved UHD TV, the cross-category TV commercial shows various features of Samsung’s products like air-conditioners, smartphones, wearable devices, refrigerators and the like.
Cross-category or Cross merchandising
Cross merchandising is the practice of marketing, or displaying products from different categories (or store departments) together, in order to generate additional revenue, known sometimes as add-on sales, or incremental purchase. This can often be done in conjunction with customer-centric strategies, aimed at improving the overall customer experience. (source: Wikipedia)
Especially, four Korean sports stars like national soccer team head coach Hong Myung-bo, figure skating queen Yuna Kim, the world’s best female speed skater Lee Sang-hwa and Olympic swimming champion Park Tae-hwan are taking turns starring in the series of commercials introducing the Samsung lineups.
In the TV commercial starred by Yuna Kim released on June 6, she directs the players as if she were a head coach of the Korean national team during her watching a game through the curved UHD TV. After passionate rooting for the Korean team, she cools down herself with Samsung’s Smart Air-conditioner Q9000 and resumes her cheering.
Likewise, other episodes to be released starred by Lee Sang-hwa and Park Tae-hwan will be produced following the concepts of cheering the team through the TV by showing off the features of other products.
As it is expected that lots of soccer fans will view the games in their homes rather than in the streets of major cities due to the time difference, Samsung tries to convey a message to watch the games in their living rooms comfortably with the curved UHD TVs by stressing the fact that the viewer maybe overwhelmingly immersed in the TV feeling more the sense of realism.
A marketing official at Samsung Electronics said, “As a leading home appliance manufacturer, we are deploying unprecedented TV commercial marketing activities. With a new concept of ‘cross-category’ TV commercials, we will lead another trend of smart living room cheering for the forthcoming World Cup games to be held in Brazil.”
Written by John Choi (email@example.com)