The Playbook for Customer Experience Marketing: Transforming into a Relationship Brand

Session Overview

In an era of hyper-personalization and indistinguishable product differentiation, marketers often find themselves struggling to carve out a meaningful space for their brands. This session will explore the key elements that determine the success or failure of experience marketing, offering real-world insights from the speaker’s extensive industry experience.

Key Topics

  1. What is Experiential Marketing?

    • A marketing approach that fosters emotional connections between brands and customers through direct and indirect interactions, creating memorable brand experiences.

  2. The Five Elements of Experiential Marketing (BXD Pentagon)

    • Authenticity, Consistency, Sustainability, Relevance, and Interactivity.

  3. Case Studies: Experiential Marketing in Action

    • Brand Awareness → Cera’s House

    • Highlighting Unique Features → OLED T Chandelier

    • Engaging New Customer Segments → Goldstar Arcade

    • Enhancing Product Premiumization → Frieze Art Fair Partnership

    • Revitalizing a Fading Brand → Star Wars Edition

  4. How to Amplify & Measure Experiential Marketing Success

About Oh Hye-won | Vice President, LG Electronics MS

Kate H. Oh leads Experiential Marketing at LG Electronics’ MS Division, overseeing the strategic planning, execution, and global expansion of marketing initiatives. Her mission is to transform transactional brands—those competing solely on price and technology—into relationship brands, where customers stay, advocate, and develop deep loyalty.

Kate is passionate about creating new brand-customer touchpoints in both physical and digital spaces. Over the past four years, she has launched and operated the Goldstar Arcade in Seongsu and Haeundae, curated media art exhibitions with LG OLED TV at Frieze Art Fair in Seoul, London, New York, and LA, and led partnerships with Guggenheim, MMCA (National Museum of Modern and Contemporary Art, Korea), and London’s National Gallery for LG’s art marketing initiatives.

Before joining LG, Kate was a Copywriter, Creative Director, and Head of Global Production at Cheil Worldwide, where she built a strong foundation in brand marketing and hands-on experience in experiential marketing.

In 2023, she earned a Ph.D. in Business Administration from Sogang University, focusing on "The Development of Relationship Brands Through Experiential Marketing."