My very first launch July 17th, 2009
By Myung, SeHwan
Domestics Marketing Team
How can we make the Forte (Cerato) KOUP introduction a memorable one?
That was the question that kept going through my head while planning the domestic Korean launch of the Forte (Cerato) Koup. It was the first big task given to me as a new employee. On June 11, 2009, we unveiled the car to the world. The launching event was divided into two programs: a press event for reporters and the “Forte (Cerato) Koup Festival” targeting customers.
The launch took place at one of the busiest places in Seoul, the COEX square. We decided on the location because we wanted the event to be open to the public and provide as many consumers with the chance to view the car. In fact, some people even traveled a long way from outside Seoul just to see the unveiling of the new model.
The press event was linked to a fashion show to highlight the Forte (Cerato) Koup’s stylish and sporty appeal. This helped to create a more exciting atmosphere than conventional press launches which tend to be a little formal. We also selected as our spokesman Kim Beom, an up and coming star thanks to his role in a hugely popular TV drama series, to convey the young and trendy image of the vehicle. Our strategy paid off. The selection of the actor as the Koup spokesman was one of the most searched topics on major portal sites after the launch.
After the official press event, the Forte (Cerato) Koup Festival for customers was staged at the same location. Hosted by a popular comedian, the event drew a crowd of over 1,000 people with performances by top musicians. Needless to say, the hour and a half long event effectively conveyed the spirit of the Forte (Cerato) Koup to prospective customers.
The weather was one factor that we couldn’t predict. It had rained on and off for days before the event. But in the end, even the heavens seemed to be on our side. I have no doubt that our good fortune on that day led to our selling more than 1,000 units in just the first two weeks.
We have high hopes to carry this momentum to overseas markets.