Samsung Electronics, a global leader in electronic appliances, has launched an ambitious marketing campaign in Kuala Lumpur, Malaysia, by renaming the Tun Razak Exchange (TRX) subway station to TRX Samsung Galaxy Station. This strategic move, effective for one year, underscores Samsung’s commitment to expanding its presence and brand awareness in one of its key markets in Southeast Asia.
The renaming of the station is part of a comprehensive agreement between Samsung and the city’s metro operator, MRT, aimed at enhancing Samsung’s visibility and engagement with consumers. As part of the agreement, the station’s interiors and exteriors have been redesigned to prominently feature advertisements for Samsung’s latest smartphone models, including the Galaxy S24 Series, and its advanced AI technology.
The ads, strategically placed throughout the station on walls, turnstiles, and subway platform safety doors, showcase Samsung’s cutting-edge innovations and highlight the unique features of its flagship products. By leveraging high-traffic areas within Kuala Lumpur’s bustling financial district, Samsung aims to capture the attention of commuters and passersby, effectively reaching a diverse audience.
The TRX Samsung Galaxy Station serves as a vital transportation hub, catering to the needs of thousands of passengers daily. Situated in a prominent location with easy access to the Kazjang Line and Putrajaya Line, the station offers unparalleled visibility for Samsung’s advertising campaign. With its strategic placement and high foot traffic, the station provides an ideal platform for Samsung to connect with consumers and drive brand engagement.
This initiative comes at a time when Malaysia has emerged as a key market for Samsung smartphones, with a significant increase in shipments across the country. Samsung Electronics Executive Chairman Lee Jae-yong’s recent visit to Malaysia underscores the company’s commitment to strengthening its presence in the region. During his visit, Lee toured a Samsung SDI battery factory in Seremban, emphasizing Samsung’s investment in local manufacturing and operations.
Additionally, Lee visited Samsung Electronics’ flagship store in Kuala Lumpur, the largest of its kind in Southeast Asia, further demonstrating Samsung’s dedication to providing an immersive retail experience for consumers in Malaysia. Through strategic initiatives like the renaming of the TRX Samsung Galaxy Station and ongoing investments in the Malaysian market, Samsung reaffirms its position as a leader in innovation and technology, driving growth and success in Southeast Asia and beyond.