Samsung has tied up with Media Prima Television Networks (Media Prima), Malaysia’s largest media platform, as the official sponsor of “2016-2017 Park Bo Gum Asia Tour in Kuala Lumpur,” one of the most anticipated Korean idol fan meetups in town.
This campaign aims to further promote the Korean brand’s latest Galaxy J7 Prime range, and deliver high brand reach and engagement with young and urban Malaysians.
In a statement to A+M, Samsung said that the partnership will leverage on the network’s capabilities and excitement surrounding the event, extends a powerful integration of branded content and live experience across on-air, on-ground, online and social media platforms.
As the official media partner, Media Prima will drive the publicity efforts in promoting the "2016-2017 Park Bo Gum Asia Tour in Kuala Lumpur" across its leading urban channels, including 8tv, TV9, Tonton, OneFM and HotFM. The collaboration is expected to extend 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.
Elaine Soh, chief marketing officer at Samsung Malaysia Electronics said that its latest Galaxy J7 Prime will likely appeal to today's fun, hip and 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.”
“More than just a conventional sponsorship, the collaboration with Samsung is established keeping in mind the evolving behavior 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,” Nini Yusof, group general manager of client service group at Media Prima added.
The ‘2016-2017 Park Bo Gum Asia Tour in Kuala Lumpur’ will be held on 10 December 2016, 7.30pm at KLCC Plenary Hall.