Park Jin-hai primarily focuses on K-dramas, entertainment shows and actor interviews. Beyond that, she also pens articles covering the broader arts scene, with a particular emphasis on classical music, dance and various aspects of lifestyle. Since joining The Korea Times in 2013, she has made significant contributions in the realms of hallyu (Korean wave), industry news and international affairs.
Renault Samsung's QM3 rides on clever ad
A Renault Samsung online ad for its compact SUV QM3 bears a line saying: “Bring it on, Mini.” Internet users posted positive comments on the company’s provocative ads posted on its Facebook account. / Captured from Renault Samsung’s Facebook account
By Park Jin-hai
By Park Jin-hai
Renault Samsung has driven an aggressive online ad campaign, provoking its rivals and conjuring up expectations for its QM3 compact SUV special edition.
In a series of teaser ads on its Facebook page, the automaker threw down the gauntlet to MINI and Volkswagen.
It recently posted an ad saying: “Bring it on, Mini,” and ran the second ad that read “Bring it on, Golf,” before the release of the new QM3 on April 15.
In response, MINI replied: “Did you call me? I’m MINI, not Mini.”
Netizens have shown positive responses to Renault Samsung’s marketing campaign.
In its finally released video clip, posted on Wednesday, it depicted the QM3 as football players lined up in formation. The compact SUV QM3 on the screen picks a fight with its rivals, saying “Let’s see who is the winner in this one liter (of fuel) race.”
In the sales campaign that will run until April 25, it has invited people to vote online on who will be the competitor against the QM3 in the fuel-efficiency battle that Renault will hold next month.
“Although the marketing looks provocative, we wanted to showcase that our car is more competitive than German rivals in terms of fuel economy,” said a Renault Samsung official. “We will expand the marketing further.”
The QM3, launched in 2013, has been a big success in the domestic market, with sales reaching more than 18,000 last year, more than double the initial sales forecast of 8,000.
Its hard-to-beat fuel efficiency of 18.5 kilometers on a liter of fuel has contributed to its popularity. But supply could not meet soaring demand and customers had to wait two to three months for their car.
Last year, QM3’s monthly sales varied from as low as 16 in February to 3,971 in June, depending on shipments from Spain, where it is made.
Renault Samsung says it has secured a stable supply through discussions with the Renault Group for 4,000 QM3 vehicles a month.
On Renault’s publicity stunt, Internet user Jeon Woo-young posted a comment: “The QM3 is a small but tough fighter.” Another netizen, Kim Heung-kyu, said, “The level of expectations has been blown to the fullest.”
A Volkswagen official said the advertisement targeting Golf had helped its sales figures.
“Previously, Hyundai Motor in its popular Tucson launch, said their model rivals the Volkswagen Tiguan,” the official said. “Now Renault has picked on the Golf. It looks like picking a fight with us, but it also is saying that our brand is a unique and established one that they would like to emulate.”
She said Hyundai’s comment made customers who came to the Tucson showroom think about the Tiguan. “While Tucson recorded brisk sales last month, Tiguan’s March sales were higher,” she said. “It’s kind of a win-win situation.”