Movies, Live Broadcasts, and Funding... Samsung and LG Actively Expand Ontact Marketing

LG CordZero R9 M9 Robot Battle Advertisement

[Asia Economy Reporter Ki-min Lee] Recently, the electronics industry has been capturing consumers' attention by going beyond movie-like advertisements to actually creating films using their products, as well as employing various ontact (non-face-to-face) marketing methods such as live broadcasts and crowdfunding.

According to the electronics industry on the 17th, major companies like Samsung Electronics and LG Electronics are showcasing a variety of online and ontact marketing strategies. Especially with the increase in video content consumption on platforms like YouTube and Netflix due to the stay-at-home culture, the electronics industry is focusing on advertisements that highlight product advantages with cinematic visuals and storytelling. LG Electronics' 'Robot Battle' ad, themed around a showdown between the Dirty Villain and the AI cleaning robots LG CordZero R9 and M9, has achieved 10 million views. Prior to this, LG Electronics' first advertisement, 'Clean Holmes,' which features Sherlock Holmes' nemesis Moriarty's messy office being thoroughly cleaned by the LG CordZero R9 and M9, surpassed 14 million views.

Customers are watching the 8K film "Untact," filmed with Samsung Electronics Galaxy S20 and Note20.

Samsung Electronics went beyond movie-like advertisements by releasing the film 'Untact,' shot with the 8K feature of the Galaxy S20 and Galaxy Note20, on its YouTube channel and other platforms the day before. The film was directed by Kim Ji-woon, known for movies such as A Bittersweet Life and The Age of Shadows, and stars actors Kim Go-eun and Kim Joo-hun. The trailer, released a week earlier, had 2.25 million views on YouTube as of 5 p.m. that day, while the film itself recorded 44,000 views.

Live broadcasts for product promotion and sales are also being actively utilized. In August, Samsung Electronics held the Galaxy Fan Party online, running various content related to the Galaxy Note20 series for over three hours. The hosts interacted with consumers by reading their chats in real time. Last month, Samsung showcased TVs on Naver Shopping Live, attracting 250,000 viewers. Since May, starting with the air purifier 'Samsung Wind-Free Cube,' Samsung Electronics has introduced various home appliances such as air dressers, TVs, wireless vacuum cleaners Jet, and induction cooktops through Naver Shopping Live.

In LG Electronics' case, the company sold the 'Dios Dishwasher Steam' and 'Induction Electric Range' directly on its official website the day before. While LG Electronics has previously sold products through broadcasts in collaboration with social networking services (SNS) or portal sites, this is the first time the company has conducted direct sales via broadcast on its own website.

Crowdfunding is also expected to become a major trend in the electronics industry in the future. Samsung Electronics started crowdfunding for the Bespoke Cube refrigerator, set to be released at the end of this month or early next month, on the crowdfunding platform Wadiz from 6 p.m. on the 15th, raising 258 million KRW in just one day. An industry insider explained, "As the spread of COVID-19 has rapidly established ontact in our daily lives, consumers are naturally accepting marketing that utilizes this method without resistance," adding, "Various ontact marketing methods will be introduced in the future."

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