Samsung’s latest multi-platform campaign leverages on Korean star power

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( – Samsung, in collaboration with Media Prima Television Networks, has come on board as the Official Sponsor for the highly anticipated Korean idol fan meet in town.

The campaign promoting the ‘2016-2017 Park Bo Gum Asia Tour in Kuala Lumpur’, aims to further promote its latest Galaxy J7 Prime range, and strengthen the brand’s reach and engagement amongst young and urban Malaysians.

As the official media partner, Media Prima Television Networks is driving the publicity efforts to promote the tour across its leading urban channels, including 8tv, TV9, Tonton, OneFM and HotFM. 8tv is airing the popular drama series that brought Park Bo Gum to fame, ‘Love in the Moonlight’, and VIP tickets to the event are also made available on its home shopping network, CJ WOW SHOP.

Samsung’s branding at the event and in all promotional materials is expected to extend the Galaxy J7 Prime’s reach across multiple platforms, including millions of Malaysians on 8tv and TV9, 3.3 million radio listeners and 5.8 million registered users on Tonton.

“The Galaxy J7 Prime is a true epitome of what is fun, young, hip and relevant to today’s younger society. The way that entertaining and engaging content is delivered to the younger audiences has evolved over the years together with new technology and consumer trends. Hence, the Galaxy J7 Prime’s latest venture with Media Prima for the Malaysian leg of Park Bo Gum’s Asia tour hits just the right note for this campaign’s target audience,” said Elaine Soh, Chief Marketing Officer, Samsung Malaysia Electronics.

Nini Yusof, Group General Manager of Client Service Group, Media Prima Television Networks added, “More than just a conventional sponsorship, the collaboration with Samsung is established keeping in mind the evolving behaviour of today’s connected audience. While they are primarily on digital channels, urban Malaysians are still drawn to television and events for content that fits their interest.”

The ‘2016-2017 Park Bo Gum Asia Tour in Kuala Lumpur’ will be held on Saturday, 10 December 2016, 7.30pm at KLCC Plenary Hall.


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