Nabil Luqman

0f9d2dd4f71434084e2b6094de1865e23abb37bb9f28ca51feeabee679ec9be2

Social

creativity

Samsung

commuters

partnership

public transport

advertising

complaints

eyesore

More is not always better... As any MRT commuter will know, they'll likely come across a distinctive ad prominently displayed at the Tun Razak Exchange station. It's hard to overlook, and that's because the station underwent a name change on February 29, following a collaboration between MRT Corp and Samsung Malaysia for the naming rights.
<img src="https://r2.myc.my/44e4b82ed1572848b9117cc9bbc5afca8321ad49d9511fa44738c56771eb93e3" />
Henceforth, the station bears the moniker 'MRT TRX Samsung Galaxy.' Beyond the inauguration, the collaboration between MRT Corp and Samsung empowers Samsung to seamlessly showcase its brand through station-wide advertisements. However, there's a growing sentiment among commuters that the proliferation of ads has reached an overwhelming level,&nbsp;more than the human RAM cannot process.
Commuters Turned Off By Ads Around The Station
Even with the awareness of the station's partnership with Samsung, numerous commuters expressing dissatisfaction have voiced their concerns upon encountering an abundance of Samsung Galaxy S24 series ads throughout the station. Advertisements are omnipresent &ndash; on gates, lift doors, pillars, and beyond, creating a pervasive presence that has drawn criticism.
<blockquote class="twitter-tweet">
MRT Corp: how much advertisements do you want to cover TRX station in Samsung: yes &mdash; A short thread of some observations over the ad-money makeover of TRX MRT station: <a href="https://t.co/RkV2K0eBqn">pic.twitter.com/RkV2K0eBqn</a>
&mdash; Ernest is: cleaning the soapy MRT toilet 🫧🚇🚽🧹 (@ErnestOnPT) <a href="https://twitter.com/ErnestOnPT/status/1763874383540687180?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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The profusion of advertisements strewn across the station can be daunting for first-time visitors. Moreover, navigating through the sea of ads to find the train route maps proves to be a challenge. A netizen observed that the train route maps are presented on a standee, rather than being digitally showcased or placed on a solid board around the station. It's ironic, considering the station's claim to be "powered by AI."
<blockquote class="twitter-tweet" data-conversation="none">
I've been to this station several times a week - these unsightly banners seem like a permanent fixture now - no support staff to be seen on the platforms or at the gates. some tourists needed help at the gates, staff stayed inside the counters. common occurrence <a href="https://t.co/hBgiXLR1TB">pic.twitter.com/hBgiXLR1TB</a>
&mdash; Afiq Isa (@pelabursaham) <a href="https://twitter.com/pelabursaham/status/1763894439691571479?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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Ernest, a user, highlighted that the station's name is excessively long for on-screen and on-board announcements. Additionally, attempting to search for the station using the abbreviation "TRX" doesn't provide the desired outcome; instead, commuters need to input "Tun," the initial part of the station's name. While this might not pose an inconvenience for local residents, it could be problematic for tourists and individuals with disabilities, including those who are visually impaired.
<blockquote class="twitter-tweet">
This is a problem because to first-time transit users and the blind may not be familiar with the acronym as the station is referenced as &ldquo;Tun Razak Exchange&rdquo; in ticket machines, where there is no &ldquo;TRX&rdquo; as you need to type &ldquo;TUN&rdquo; first to find the station <a href="https://t.co/reJSUSsn6v">pic.twitter.com/reJSUSsn6v</a>
&mdash; Ernest is: cleaning the soapy MRT toilet 🫧🚇🚽🧹 (@ErnestOnPT) <a href="https://twitter.com/ErnestOnPT/status/1763874629586964858?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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So Here&rsquo;s The Question, Why Are There So Many Ads At The Station?
In case you weren't aware, the inaugural Apple Store in Malaysia is poised to open at the Exchange TRX, solidifying its status as the official hub for the country.
<img src="https://r2.myc.my/8d1040580d9ea986339e35d34075812c51f63b85736fed657417cc50fc2824ea" />
Moreover, a conspicuous absence of Samsung advertisements in the TRX Mall fuels speculation that Apple and TRX management have struck an exclusivity deal, barring other brands from advertising within the mall premises. Consequently, Samsung has redirected its advertising efforts toward the TRX Samsung Galaxy station, strategically targeting its messages at the station's 220,000 daily commuters.
Some jesters have gone so far as to suggest that the inundation of Samsung Galaxy ads throughout the TRX station is a strategic move by Samsung in response to TRX favouring their competitor's brand. There's even a playful notion circulating that those en route to the Apple store must first navigate a bombardment of Samsung Galaxy ads before reaching their destination.
<blockquote class="twitter-tweet" data-conversation="none">
Coz they not allowed to advertise in TRX itself
&mdash; Wilson YIMBY 🧢🪐 (@wilsonyimby) <a href="https://twitter.com/wilsonyimby/status/1764069977001431474?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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<blockquote class="twitter-tweet" data-conversation="none">
advertising samsung products in the mrt station of first apple store in the country is crazy
&mdash; Tich🇲🇾🇵🇸 (@tichiekun_) <a href="https://twitter.com/tichiekun_/status/1763894156097974663?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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<blockquote class="twitter-tweet" data-conversation="none">
This looks like a declaration of war by Samsung to Apple lol
&mdash; Isabella 🏳️&zwj;⚧️ (@ashinynewdawn) <a href="https://twitter.com/ashinynewdawn/status/1763899462144123032?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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<blockquote class="twitter-tweet" data-conversation="none">
I think this is samsung's petty move to Apple's "No competition" contract with TRX mall 😂
&mdash; bittermf (@hambabitter) <a href="https://twitter.com/hambabitter/status/1763974664475570210?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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Netizens Agree That The Ads Are An Eyesore &amp; Not Creative
For those who pass by the station weekly, the advertisements can be a visual nuisance, especially considering that many of them are simplistic image ads solely featuring the phone with no additional information. Given Samsung's endeavour to highlight the phone's remarkable AI and latest features, some are left questioning the absence of video advertisements throughout the station.
A netizen candidly expressed concerns that saturating the station with ads might inadvertently portray Samsung as overly assertive. There's a collective suggestion that Samsung should inject more creativity into their advertising approach, transforming the station promotions into immersive and interactive experiences for commuters. Such a dynamic strategy would not only deliver the wow factor but also halt commuters in their tracks, enticing them to explore what Samsung truly has to offer.
Here's some of the comments:
<blockquote class="twitter-tweet" data-conversation="none">
It&rsquo;s kind of cheeky for them to do this at the &ldquo;Apple area&rdquo; but just these normal ads ? it&rsquo;s really mehh &amp; waste of money. If u want to b cheeky, b cheeky ALL D WAY. Create an AI experience there. Show what Samsung phone can do in a more interactive way. Come on <a href="https://twitter.com/SamsungMalaysia?ref_src=twsrc%5Etfw">@SamsungMalaysia</a>
&mdash; Can I Tell You Something (@CanITellYouSmtg) <a href="https://twitter.com/CanITellYouSmtg/status/1764130227931037853?ref_src=twsrc%5Etfw">March 3, 2024</a></blockquote>

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<blockquote class="twitter-tweet" data-conversation="none">
this just makes the brand seems more cheap.. shove down the throat kind of advert and annoying.. I forsee this will backfire.
&mdash; marteyy (@mattdeguile) <a href="https://twitter.com/mattdeguile/status/1764117535447011590?ref_src=twsrc%5Etfw">March 3, 2024</a></blockquote>

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<blockquote class="twitter-tweet" data-conversation="none">
dystopian-ahh advert 💀🤚🏻
&mdash; qawi. (@qawitherev666) <a href="https://twitter.com/qawitherev666/status/1763928537034363268?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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<blockquote class="twitter-tweet" data-conversation="none">
TRX is officially my least favourite station, for now.
&mdash; Zuhri Ashraaf (@zazuhri) <a href="https://twitter.com/zazuhri/status/1763909082929635668?ref_src=twsrc%5Etfw">March 2, 2024</a></blockquote>

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<blockquote class="twitter-tweet" data-conversation="none">
why everything must " galaxy AI is here", why not letak ads feature baru yang ada dekat s24 ultra tu ke? like ads banyak masalahnya bende sama je tak menarik langsung
&mdash; 9A+ aaminn (@lexyxyrose) <a href="https://twitter.com/lexyxyrose/status/1764227211446657444?ref_src=twsrc%5Etfw">March 3, 2024</a></blockquote>

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Undoubtedly, the observations made by netizens hold merit. Despite the partnership between Samsung Malaysia and MRT Corp, coupled with Samsung's substantial annual advertising expenditure, the consensus is that the approach of inundating the station with conventional ads lacks innovation. There's a collective sentiment that Samsung should go beyond the ordinary and invest more effort in crafting ads that truly captivate commuters with a compelling "wow" factor.
If they really can&rsquo;t think of an ad, perhaps they should use their AI to help generate more creative ideas for ads they can place around the station. 
What are your thoughts on this? Let us know in the comments. 
&nbsp;
*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
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Here's a Tip:  Maybe Samsung can use .AI as an interactive tool to help commuters rather than the current overwhelming eye-overload of traditional ads.

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Samsung's "Ad Mukbang Eye Feast": Commuters express overly distraction from eye-buffet of Samsung Ads @ TRX Samsung Galaxy MRT Station 

Samsung's "Ad Mukbang Eye Feast": Commuters express overly distraction from eye-buffet of Samsung Ads @ TRX Samsung Galaxy MRT Station

Here's a Tip: Maybe Samsung can use .AI as an interactive tool to help commuters rather than the current overwhelming eye-overload of traditional ads.

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