Hyundai Heavy Industries Group Global Marketing, 'ITZY' at 'D-CON'?!

Scenes from the 25th Dream Concert held last year at Seoul World Cup Stadium

[Asia Economy Reporter Hwang Yoon-joo] Hyundai Heavy Industries Group affiliates, representatives of the heavy and large-scale industry, are drawing attention by sponsoring the 26th Dream Concert, featuring top-tier idols such as EXO-SC, AB6IX, Red Velvet, MAMAMOO, and ITZY.

This Dream Concert will be held over two days, on the 25th and 26th, in a non-face-to-face format due to the spread of the novel coronavirus. It will be broadcast live on the YouTube channel ‘The K-POP’ and V live ‘V MUSIC’, and will also be specially aired worldwide on the global music channel MTV.

Hyundai Oilbank, Hyundai Construction Equipment, Hyundai Energy Solutions, and Hyundai Robotics, affiliates of Hyundai Heavy Industries Group, plan to expand global sales of their main products and enhance brand awareness through direct and indirect advertising exposure during the performance.

They also plan to instill a young and dynamic corporate image, different from the existing one, to domestic potential customers. Hyundai Oilbank, which has been sponsoring the concert since 1995, will showcase advertisements for its premium lubricant Hyundai Xteer.

Hyundai Oilbank has selected Southeast Asia, the Middle East, and Latin America as global strategic regions and is focusing on targeting the premium market. Since K-POP is popular in all three regions, the advertising effect is expected to be significant.

Hyundai Oilbank will also conduct separate advertisements and promotional events timed with the recorded broadcast schedules in these regions to lead to increased sales of lubricant products.

Hyundai Construction Equipment will feature its recently launched next-generation excavator lineup, the ‘A Series’, in the advertisements. This product is characterized by an eco-friendly engine that meets the latest emission regulations (Stage-V) and significantly improved safety and convenience.

Hyundai Construction Equipment, which earns more than 80% of its total sales from over 140 countries overseas, expects to greatly enhance its global brand awareness through this concert sponsorship.

Hyundai Robotics, which recently entered the robot-based smart solutions business, will include its main products?industrial robots, new collaborative robots, and mobile service robots?in the advertisements.

Hyundai Energy Solutions will showcase high-output bifacial solar modules produced at its smart factory in Eumseong, Chungbuk, completed this month. This product is the first in Korea to use M6 large-area solar cells. Both companies plan to raise brand awareness through the Dream Concert and launch full-scale global marketing.

A Hyundai Oilbank official said, “It is truly a dream concert, adding cutting-edge technologies such as virtual reality, augmented reality, and 3D sound to the stages of top-tier idols,” and added, “We expect positive synergy as it harmonizes with the corporate image of producing advanced products such as premium lubricants, robots, and solar modules.”

This content was produced with the assistance of AI translation services.