Seoul, Korea – one of the major global innovation and technology hubs. Ranked top in Bloomberg’s Global Innovation Index, having a variety of developed ICTs and the world’s fastest Internet hotspots throughout the metro area, Seoul can easily be named the city of technology and innovation.
From the first impression of flying into the Incheon International Airport, you can’t but notice the digital adoption by the lives of Koreans. Gigantic television sets throughout the airport and the underground train system broadcast local programs, advertise national or imported goods, and provide citizens or visitors with valuable information regarding the current events or issues. Additionally, wireless transmitters, which are installed in the majority of underground train cars, connect anybody to the World Wide Web for a small fee. Without international roaming charges, you can keep in touch with your friends and family via smartphone applications such as iMessage, WhatsApp, Viber, Skype, or, simply, email. Being from different parts of the world matters less in Seoul, a technology cluster in the world of globalization.
When it comes to technology, an integrated global PR and marketing agency, FleishmanHillard of South Korea shared valuable insights into the branding initiatives of one of their largest tech clients, Samsung Electronics. Focusing on mobile and visual display global PR and issue management, Fleishman Hillard pays particular attention to the concept of innovation when creating campaigns for the Samsung brand. The developed brand theme “Innovation For Everyone,” accentuates the technological determinism as a part of consumers’ life. Samsung provides a variety of tools and gadgets for consumers to digitize, connect, and simplify their lives.
“When it comes to technology, bringing exciting, innovative products to market is only half the challenge. Effectively communicating your message to a skeptical audience is how the battle is won.” ~ FleishmanHillard
Additionally, Vice President of the agency, Sarah Ha emphasized the importance of combining the notions of brand (identity) and reputation (image) in a successful campaign. The gap between people’s expectations (“what you say and how you behave”) and experiences (“what others say about you based on shared perceptions”) drives the development of engaging and authentic campaigns, according to Ms. Ha.
“At least 35% of analyst perceptions are driven by REPUTATION. Good REPUTATION translates to an increase in market value by 5% at a minimum.” ~ Reputation Institute.
By bridging the authenticity gap, FleishmanHillard help companies, such as Samsung, align brand and reputation in order to effectively resolve real-time issues. Continuous monitoring and measurement of the community impact, delivery of credible communications, care of environment, and innovation are utilized simultaneously for an effective brand campaign. As a result, Samsung products are a part of daily life among not only Koreans, but also many other nations.
As technology and innovation drive South Korea to the top rank of the most innovative countries in the world, experiencing the city, even for a short time, will make it an unforgettable experience.