[202] 4
“Hurray! World Big 4”
advertisement predicting advancing to the semifinals, and the appearance of a new car clearly revealed in the gift of 1,000 cars.
When the advertisement came out, half the story was about advancing to the semifinals, and the other half was about the new car.
When it was revealed that it was a 900cc class mini car, there were quite a few people who were disappointed, but the general public were enthusiastic about the low price and within reach.
On the evening of the 22nd, the whole of Korea was excited about the unbelievable national team’s advance to the semifinals.
Since it was Saturday evening, the young people who had forgotten about the night enjoyed their victory by strolling through the streets until dawn.
that time.
We all gathered to talk about the strategy we will take for the semi-finals, which will be held in three days.
Not only President Cho Dae-ho, but also executives from the PR, Marketing, and Strategy Offices all put their heads together to come up with the best plan in excitement.
If there is only a miracle of advancing to the finals, they scrambled to come up with opinions on what event should attract attention.
This is why riding the current is scary.
As the winning streak continued, there were even people who forgot that their opponent in the quarterfinals was Germany, a traditional powerhouse, and were certain of victory.
Indeed, defeating Spain, Italy and Portugal is also a miracle. Isn’t it human psychology to expect a fourth miracle when three miracles happen in a row?
“What do you think of Do-joon? Should we do it on a grand scale?”
President Cho asked me for my opinion without losing his cool. Because there is no doubt that I am the cause of the great effect so far.
“Stop it now.”
“what?”
“In this World Cup, the effect was hundreds of times greater than the cost. No more fun, no emotion. Already, the focus has been on who they will win in the semi-finals and, if so, who they will face in the finals. Even if we do another prophetic advertisement, it only increases the risk.”
“risk?”
Dozens of curious eyes focused on me.
“Are you saying that winning is a matter of course? Probably every Korean citizen would think so. Then, even if our ad predicts victory, it won’t have much of an impact. But isn’t it impossible to predict a loss? If we lose in the semifinals, the responsibility should be taken by our HW cars, not by the national team.”
I have never predicted defeat until now.
It was a disappointing advertisement for the only draw in the group stage, but it was a good result of advancing to the tournament, so it was not hit by the arrow.
“Once again, we are not prophets. If you predict defeat and the prophecy comes true, is it a good PR strategy? An ominous prophecy? Think carefully.”
Everyone shut up.
It seems that everyone recognized that now is the time to be most careful. When the entire nation is intoxicated with the joy of victory, we must never forget that we are in a position to do business with the people.
“Your opinion is that you failed to advance to the finals?”
When everyone was careful, Oh Se-hyeon, who took me very lightly, asked with a smile. It was also a way to ease the tense atmosphere of the meeting.
“It is a miracle that we have come this far. If it’s enough to beat Germany, it’s a miracle, so there’s no need to say that it’s a new myth. I’ll vote for you to lose.”
“Then I’ll have to assume defeat and come up with a strategy.”
CEO Dae-ho Cho also spoke cautiously.
“Isn’t doing nothing the best strategy to get attention?”
Silence fell again in the meeting room.
The public relations and marketing teams seem to have decided that it is wiser to open your mouth after thinking through it rather than speaking out hastily.
“Maybe it’s a good strategy to stimulate people’s cubic energy by stimulating their curiosity.”
“Curiosity peaks when the familiar disappears. If it weren’t for our advertisement that appeared in every game, that alone would be a hot topic. I wonder what the result of the semi-finals was like so we didn’t put an ad on it.”
After that, many opinions poured in.
Now is the time for experts like them to take over. I stood up with one final opinion.
“Now, regardless of the outcome of the semifinals, there are two games left. If we win, we lose in the final. On the 29th, we finished reporting the use of Seoul City Hall Square.”
“Wait, wasn’t that day a match for 3rd and 4th place? You think you’re sure to lose!”
Oh Se-hyeon checked the game schedule and shouted.
“Anyway, the final is Japan. I thought if I made it to the finals, I would enjoy the pre-festival.”
For once, I took off the pretense.
“It has nothing to do with rankings anymore. The national team that has come this far will be showered with praise and support, right?”
“Yeah, two of the most popular stars have signed with us. haha.”
President Cho Dae-ho, who ended the advertising contract with coach Hiddink and Park Ji-sung early, burst into a pleasant laugh.
“Let’s say thank you to the rest of the staff except for the players. Doesn’t sound like a gift to them with a new car, right? Because it’s a light car. How about gifting HW’s mid-size sedan instead?”
“As for the staff…?”
“Coaching staff, technical coordinator, physical therapist, fitness trainer, video analyst, equipment manager, interpreter, press officer, etc…. It’s quite a lot. They worked silently in the shadows. How about we show our appreciation when no one is paying attention?”
“Is that okay? Careful consideration… isn’t it heartwarming?”
“My opinion ends here. Now, I hope the experts in the department will solve it well…”
* * *
When our advertisement was not seen on the morning of the 25th, opinions were divided, but the most common evaluation was that it seemed like an empty newspaper without today’s fortune.
And the semi-final that started that evening ended with Germany’s victory.
Comments saying that they had guessed since there were no advertisements for HW Motors appeared frequently, but the most common comments were praise and appreciation for the national team that created the myth of advancing to the semifinals.
When I watched how our staff worked out, I was able to confirm it the next day, the 26th.
“I am grateful to the national team for writing the World Cup quarterfinal legend. From coach Guus Hiddink to the chef who prepared the food for the national team, our HW Motors prepared a small gift.”
Under the advertising slogan, there was a large picture of a mid-size sedan.
And I don’t know whose idea it was, but that evening the news started with a parade of hundreds of cars.
The destination of this car procession was Paju NFC.
Although the coach and players did not appear on the news, everyone from the coaching staff to the paju NFC security guard showed up and received the car keys for several minutes.
Thankfully, some of the restaurant ladies at the Paju Center even shed tears, and the news cameraman did not miss this scene.
That’s enough for successful pre-marketing.
The concept car was fully shown in Korea and abroad 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 to advance the official release date are pouring in.
Now, if the event where < Esquilo > is presented directly at the Seoul Plaza on the evening of the 3rd and 4th place match ends successfully, the month-long promotion is over.
It would be nice to win against Turkey, but it’s a pity.
People began to gather from the afternoon to watch the game on the big screen at Daegu Stadium from 8:00 pm on Saturday the 29th.
The first thing people who got off at City Hall Station of the subway found was < Iscillo >, a small coupe of about a dozen cars surrounding City Hall Plaza.
“it’s okay. feel free to see Check out the interior and sit on the seats.”
Dozens of helpers guided the onlookers or handed out pamphlets.
It was our own motor show.
With performances by popular singers, the heat in City Hall Plaza grew hotter. Due to the huge crowd before the game, it was difficult to withdraw the exhibition vehicles.
When we managed to evacuate with the help of the police in charge of controlling City Hall Square, HW Motors public relations and marketing staff sighed in relief and headed home after a very long time.
Proud of the successful end of a month-long promotion with the World Cup.
* * *
The 2002 World Cup, which ended with Brazil’s victory, was an international event that left a lot to be desired.
A politician who is a member of FIFA has grown rapidly to the level of a presidential candidate, and in Korea, a non-mainstream rock band has risen to the ranks of national singers.
Foreign football coaches have become national heroes to the extent that jokes circulate that if they run for the presidential election right away, winning the presidential election is no problem.
If there are people who have risen in ransom, there are people who have fallen.
“Sponsor costs alone are 100 million dollars, domestic event costs 40 billion won, right?”
The voice of Tae-shik Joo, the chairman of Daehyun Motors, which was hard to tell whether it was a question or a criticism, filled the conference room.
“what? Why is no one answering?”
“That’s right.”
“however? The money was so good, but why did HW, a gathering place of poor people like Ajin and Sunyang, rise like this? Did they pour hundreds of billions of trillions of won?”
“That’s because of the advertisement…”
“Advertising? what ad?”
It’s not that I’m repeating it because I don’t know. There is no one who doesn’t know the advertisement of HW car that fixed the match result like a shaman possessed by a ghost.
“Ah, that ad that makes Nostradamus cry?”
When the executives did not respond like a dumb who ate honey, Chairman Joo Tae-shik answered himself.
“No matter how much I didn’t study and played tangja tang, I can read that the advertisement was just crazy and not a prophecy. Didn’t you see the interview with Jo Dae-ho?”
“President. It sounded plausible, but if you don’t have a shaman, you can’t advertise like that. Isn’t that the World Cup? Every morning I guess the result of that day’s game, how do I press it?”
Thanks to the guy who answered Chairman Joo Tae-shik, the executives felt relieved. It wasn’t that he said anything wrong, it was just what everyone wanted to say.
And the reason why he can act so cheeky is because he is the eldest son whom Chairman Joo Tae-shik cherishes the most.
“so? Shall we bring a shaman too? Shall we go to Miari?”
“no. We should go by HW car, not Miari.”
“what?”
“We have to bring the guy who planned this ad. As the president said, the guy who made the advertising slogan exquisitely walked a tightrope between the prophecy and the hearts of the people. We have to bring him.”
Chairman Joo Tae-sik’s eldest son seemed to be convinced that it was a very good idea, but he had an arrogant expression on his face.
“good night. Then, can you bring the guy who planned the commercial?”
“Please leave it to me. And a generous budget. I will bring you even if I throw money into my mouth.”
When the son spoke confidently, even with a heartbeat, a strange smile appeared on Chairman Joo Tae-shik’s lips.
The executives sensed that something was going wrong. It’s because I know from experience that behind that smile, I throw anything I can get my hands on.
However, contrary to expectations, nothing was thrown. Are you looking at me as a son?
“In the mouth of money? Will he come because of that? Wouldn’t it be easy?”
“yes?”
“I heard you are the richest man in your twenties in Korea? He is the next-generation CEO who inherited three or four of Korea’s top financial companies with a known personal fortune of over 100 billion won. How much do you have to put in the mouth to bring him back? 1 trillion won? 2 trillion won?”
“Seriously, that guy…?”
The eldest son of Chairman Joo opened his mouth in embarrassment.
—————————————=
