[경제]A special not to be missed… Silent marketing targeting ‘homes’

[앵커]

The distribution industry is busy preparing for the 2022 World Cup in Qatar.

In particular, this year, tailored marketing targeting the so-called ‘homes’ who watch the game at home is attracting attention considering the low consumer sentiment and the atmosphere of commemorating the Itaewon disaster .

This is reporter Yoon Hae-ri’s report.

[기자]

I don’t think it will be easy to see the red devil cheering the whole street embroidery game in red this year.

This is because the Korea Football Association is overwhelmed with street cheering in the commemoration atmosphere of the Itaewon disaster.

[이대영 / 서울 대방동 : 길거리 응원이 취소됐기 때문에 응원하고 안 하고는 각자의 몫이겠지만, 좀 더 숙연하게 집에서 경기를 관람하는 것도 나쁘지 않다고 생각합니다.]

The distribution industry, which cannot miss the special World Cup, has no choice but to start marketing with this atmosphere in mind.

In particular, they release products one after the other aimed at the so-called ‘housekeepers’ who watch the game at home.

Convenience store introduced ‘Tottenham Shoe Fries’ in collaboration with Son Heung-min’s team.

Its unique shape and easy packaging make it a word of mouth among football fans.

[이영재 / 편의점 운영 : 신발 튀김이라는 모양을 이색적으로 보시는 분들이 많아서, 실제로 11월 치킨 상품 중에서도 토트넘 신발 튀김 판매율이 가장 높습니다.]

The electronics industry, whose performance has been slow due to the economic downturn this year, expects a rebound in sales with the World Cup as an opportunity.

[이상엽 / 가전 유통업체 관계자 : 4분기에 월드컵이라는 대형 스포츠 이벤트로 TV 등의 가전 실적 회복을 기대하고 있으며, 실제로 전자랜드 TV 판매 수량은 월드컵 개막 직전 2주 대비해 95% 증가했습니다.]

An e-commerce company is selling large TV sets for up to 30% off to celebrate the World Cup.

[김유영 / 이커머스 관계자 : 인기 식품과 대형 TV를 합리적인 가격에 구매하셔서 집에서도 즐겁게 관람하시길 바랍니다.]

There is also a place where he bets on ‘star marketing’ with Son Heung-min.

A coffee franchise company held an event to leave an authentication photo with Son Heung-min, which was created through augmented reality.

If you upload a photo taken with Son Heung-min on your personal SNS, you can receive a 500 discount coupon earned that can be used in the store.

The ‘Tottenham match instinct’ event held by a convenience store using Son Heung-min as a model has already outsold competition 2,000 to 1.

It has become difficult to find sensational marketing in the atmosphere of mourning and shrinking consumer sentiments due to high prices, but the enthusiasm for the Taegeuk Warriors’ propaganda has not cooled.

This is YTN Haeri Yoon.

YTN Haeri Yoon ([email protected])

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[저작권자(c) YTN 무단전재 및 재배포 금지]

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