let's show the world, " we are united korea"
'2010 World Cup' starts in 4 days. Beginning against the Greeks on June 12, South Korea soccer team is set to begin its 2010 World Cup match against Argentina and Nigeria on the 17th and 23rd respectively. As the first the World Cup host in Africa, South Africa is now filled with enormous enthusiasm and excitement. Symbolized by the slogan 'The Shout of the Reds, United Korea', Korea is bracing for yet another red wave led by the Red Devils. Not only did the Red Devils get wildly excited, a university town is also joining its mood. Among the excitement, however, the overheated marketing boom by companies is always an obnoxious guest.
By reporters Choi Jung-in, Choi Na-ri, Park Yi-seul
World Cup Marketing don't have ' World Cup'
▲ World Cup Promotion of SK Telecom.
World Cup marketing strategies are getting as enthusiastic as the people concerned about the World Cup. Most businesses, such as stock firms, tele-communication firms, distribution systems, are marketing products related to the World Cup, In most of the available advertisement markets, there are not only TV, a radio and a newspaper, but also a banner, billing. It can be seen easily that there are Red T-shirts and lots of cheerleading products related to the World Cup around Dong-A University.
However, there are many advertisements concerned about the World Cup. Some firms advertise thoughtless marketing not related to the World Cup, which causes controversy. 'Official Partners' of 2010 FIFA South Africa are fifteen enterprises, such as Adidas, Coca-cola, Budweiser, McDonald's, SONY and so on. Among these, the only Korean enterprise is Hyundai·KIA motors. They can get 'World Cup' logos and have the right to use it exclusively since as 'Official Partners' they have donated to FIFA.
Also, 'Local Suppliers' can use 'World Cup' logos from the countries donating to FIFA. It was officially selected as six enterprises of 'World Cup Local Suppliers' in Japan and Korea. There are KBstar, Hyundai Insurance, POSCO, KCC, Korean Air, and Lotte Hotel in Korea. In other words, other enterprises never use 'World Cup' logos, except Hyundai·KIA motors(The Official Partner) and six enterprises(Local Suppliers).
Even though there are a number of the World Cup advertisements that we see, we can't really find 'World Cup' logos. We can know the facts that there are many advertisements using the World Cup among recruit advertisements for many cheering squads abroad, cheering song UCC relay, and lots of events selling products related to the World Cup. But there are no 'World Cup' logos every advertisement.
They are marketing mindful of the World Cup, using symbol associated with 'Red Devils', '2010 South Africa', 'The Whole Nation Cheering' and 'Recruiting Cheering Squad', instead of putting 'World Cup' logos. It looks like advertisement though there has been no high donation to FIFA.
Kim Na-young, who is a student of In-je University asked, "Is most of the companies the World Cup official sponsors? I did not know at all" and added "But at first glance it seemed like advertising and marketing aimed at the World Cup, because it seems to be aware of sponsors." As such, most students are confused about the World Cup marketing. Enterprises are marketing without the 'World Cup'.
What is the level of our enthusiasm for the World Cup?
▲ A Street Cheering scene on the Gwang-Hwamun intersection in 2002.
World Cup marketing firms are keen to grow in the country as much as people are wildly excited. As the World Cup season approaches, many people focus on the World Cup. Korea's remarkable record in 2002 reminds us of passionate dreams and street cheering, because Korean players and the subsequent burst of publicity on the street is expected to support culture.
However, 'Red Devils of Korea' caused a number of accidents together with the enthusiasm.
In fact, Choi Jea-yoon, who is senior of our university, majoring in Business Administration said, "In 2002, I participated in the cheering for Italy vs South Korea at Dong-A University, but the audience became so excited after the victory that it destroyed a car. This should be avoided."
Another businessman Jo Hye-jin(35 years) said, "I could not go home in my car because of the excited crowd kept shaking it and blocking my way. I thought Korea is an advanced nation."
Through 2002 World Cup, many people experienced the joy of rooting in a large public square. At that time, the cheering was voluntary. There was no company marketing behind it. For the first time you see your neighbor and shake hands, hug and cheer as the tears fell naturally. Volunteers and fans helped clean the Gwang-hwamun intersection at the end of the game, inspiring the envy of the world.
However, the 2006 World Cup was a time when large corporations focused on advertising and promotional strategies, and various streets in the square of its citizens were commercially occupied. Some of the audience cheered with no common sense and fostered a radical and degenerate culture.
A Red Devil at the 2006 World Cup, and having cheered from the Plaza, Kyung-hee University, Department of Hotel Convention Ha Yong-woo (senior) said, "I was rooting for the 2006 World Cup in Switzerland because of the actions of a few citizens have caused the Red Devils to be seen negatively. The Red Devils members always clean up the streets." He also said, "This year is the birth of the street cheering culture that started eight years ago. I hope Republic of Korea controls the adult excessive drinking culture and refrain from singing and dancing, acting in a mature way."
It is hoped that the in the 2010 World Cup, we'll see and hear 'The Shout of Reds, United Korea' in addition to the slogan 'Matured Cheering Culture'.
World Cup Marketing by Enterprises
▲ Hyundai & KIA Motors are both the official sponsors for '2010 FIFA World Cup'.
Hyundai Motors, one of the event's corporate sponsors, is spreading the hottest marketing promotion by opening a specialized web site for 2010 the World Cup and leading the atmosphere with a flood of Red Devils to cheer on the Korea soccer team.
Hyundai's affiliate, KIA Motors has also been recruiting contestants for '2010 South Africa Mini-World Cup', since February 25, as well as planning to perform a wide range of events during the World Cup season. By focusing on the off-line promotions, they are, also, managing an on-line web site called 'KIA World Cup Microsite'.
As one of the long-term sponsors for 'FIFA World Cup', Coca-Cola provides a package tour to South for 6 days 3 nights through the events 'Coca-Cola bottle cap'.
Adidas launched JABULANI, an official ball for the World Cup, and three-dimensionally displayed it on the whole internal wall at one of its chains in Myung-dong.
Not being an official sponsor of the 2010 World Cup, Samsung Electronics has taken its pole position, as it put 'key players' into its marketing such as Park Ji-sung, Lee Chung-yong and Park Ju-young in the advertisements for its demand-growing item, 3D TV.
The drinks industry, in Korea, is highly expected to raise its sales during the World Cup season by taking advantage of Korea's match time, which will be mostly held at nights. Responding to a trend, drinks industry with its Makgulli has been looking for a space to jump in.
Hana Bank, one of the local banks, has been selling an installment fund called 'Wish for Korea's Victory 2010'. What's more, the 3rd of March this year, when Korea played Cote d'Ivoire (the Ivory Coast), all employees held the events called 'Jump Together in Red' by wearing a cheering uniform.
Gillete, a razor brand, even launched a limited edition fusion for Korea. Besides industries such as Game, Internet, Distribution, Airline, and Tourism have felt the ripple effects of the World Cup.
Commercial promotion in regard to the World Cup by enterprises has expanded its field even to university towns. Indulging the young passionate generation seems not to differ from the past. It is easy to see various kinds of world cup brochures and posters hanging on the walls. However, the 2010 World Cup season coincides with the final exam period. That is why there is worry about whether expectation of the world cup may loosen an academic atmosphere.
Kang Sin-jun, a professor of economics, said "Although I applaud people who have their pure interests and passion for the world cup, these days the world cup seems to reflect the aspects of commercial and political values and not a pure sports mind." He regretted, in addition, "The overlap of the final exam term with the world cup season, but students need to flexibly manage their time according to their interests."
< Go Korea ! >'
1. I wish the world cup could kick off in every 2 or 3 years. (Lee Dong-hyung, Dong -A University, Business Administration, Junior)
2. Try not to get injured during the match! (Jung Yeon-jae, Dong -A University, Business Administration, Senior)
3. We believe your passion and exertion. (Seo Jae-hee, Dong -A University, Chinese Literature, Senior)
4. Let's Go ! the Red Devils. (Park Hae-young, Dong -A University, Business Administration, Senior)
5. We are proud of Korea Team's playing! Keep up your work. (Park Myung-soon, Pusan National University Agricultural Economics, Sophomore)
6. The Agentine team is not an alien! We can get them over! (Ham Sung-wook, Graduate of Pusan University of Foreign studies)
7. Let us be unified once again like the one in 2002 ! (Jung Ju-a, Kyung-sung University, Japanese Literature, Senior)
8. Let the reds be the reds! (Joe Eun-jin, Dong -A University, English Literature, Senior)
9. I hope 23 Korean soccer players do not forget that 4800 Korean people are cheering them up! (Lee Ji-hae, Dong -A university, Business Administration, Senior)
10. We all love you guys! Let's rivive the 2002 legend once again! (Kim Jun-hyung, Busan EFM, Producer)
동아대학보 제1080호 (2010. 6. 7)
