Still, I Will Live As The Son-In-Law Of A Conglomerate [EN]: Chapter 222

222. 63rd. Explosive Marketing (4)

I couldn’t believe Jang Min-jae, or rather, the Shinseong Group’s Jang family, would agree to take over the insurance.

‘How can they without reinsurance contracts…?’

Even for a one-time insurance policy, it’s common sense to get reinsurance for a massive 1 trillion KRW contract. To take on my insurance without reinsurance?

[Brother-in-law? Are you on the phone?]

Jang Min-jae’s voice was laced with doubt, and I quickly snapped out of it.

“…Yes, I am, haha.”

[Sorry for the late notice. The internal review took longer than expected, haha.]

That must be it. How hard did they try to dig up internal information about the Korean soccer team? At Shinseong Group.

“Okay. Let’s sign the contract this evening, haha.”

After ending the call and putting down the phone, I couldn’t help but furrow my brow.

‘Are they relying on Shinseong Card?’

While Oh Hyun-moo accepted my advice to stop the expansion of GK Card and take a breather, Shinseong Card achieved 15 million members thanks to the aggressive marketing of Jang Min-jae and the other third-generation Jangs. They were expecting a net profit of 800 billion KRW in the first half of this year alone…

I let out a groan, pondering the basis for Jang Min-jae’s boldness, and my eyes widened.

“Could it be…?”

I had a definite idea.

‘Offshore slush funds?’

Shinseong Group’s offshore slush funds are also quite substantial. Based on my memory, I’d estimate…

“Hehehe…”

It deviated from my initial scenario, but swindling my in-laws’ offshore slush funds is also a significant achievement. I let out a chilling laugh that even gave me goosebumps and called Isaac.

“It’s me, Isaac. I just signed the insurance contract.”

[What are you saying? The Shinseong guys agreed to the contract without reinsurance?]

“It seems they’re planning to cover the reinsurance with offshore slush funds. The Morgans haven’t moved either, so that’s highly likely, hehe.”

Unlike my sinister laughter, Isaac burst into hearty laughter on the other end of the line.

[Hahaha! An unexpected windfall. Then, the old man and I will disrupt information to prevent the Morgans from moving.]

“Thank you, Isaac.”

If my American friends intervene, those hook-nosed Morgans won’t be able to interfere with what’s happening in Korea.

###

That afternoon.

After having lunch with Lee Soo-han, Jang Min-jae, and other Shinseong Group people, Park Tae-jin, Go Seung-joo, Geum Seok-ho, and I signed the marketing insurance contract and gathered with other group executives at the main family residence in Samcheong-dong. As always, we sat at the table in the study and reported on the marketing insurance to Grandfather.

“…So, we won’t lose money at the very least, Advisor. We might even see effects beyond a win-win situation.”

Grandfather chuckled at Bae Jae-hoon’s opinion.

“I suppose so. Just like that fellow said, we drilled a test hole and struck a series of Myanmar gas fields right away, ehhehe.”

“That’s right. Speaking of which, the Myanmar gas field plant construction is scheduled to begin after sending in Typhoon ‘Maemi’ [a powerful typhoon that struck Korea in 2003], according to Chairman Lee’s suggestion, haha.”

The power of Typhoon ‘Maemi,’ which will strike this year, is beyond imagination. It’s a super-strong typhoon that will sweep through Southeast and Northeast Asia, devastating everything in its path, so the construction schedule must be delayed.

“Department stores and marts are all prepared as well. We’ve agreed to pay premiums to suppliers for both food and luxury goods to receive priority supply, so I hope Korea keeps winning, hehe.”

“We’ve also prepared a 24-hour full operation system for automobiles, Advisor. Even if we just advance to the finals, we can recover the marketing insurance premiums and promote the company, so we won’t skimp on overtime pay, haha.”

“In addition, we plan to create and display oversized Korean flags and Red Devil banners [banners supporting the Korean national soccer team] on the exterior walls of all Haedong Merchant Bank and Haedong Securities branches, and attach them to company vehicles in appropriate sizes.”

“Haedong Department Store, Hi-Mart, Haedong Merchant Bank, Haedong Securities, and Aqua Commerce have also provided all on-site employees and delivery drivers with free World Cup cheering t-shirts to wear during work hours throughout the World Cup period, Advisor.”

Grandfather nodded with a pleased expression at the reports from Tae Jae-ho, Geum Seok-ho, Jo Young-chan, and me.

“You’ve all done well. The Shinseong guys must be praying for our team to fail, while we pray for it to succeed, hehe.”

“Hahahaha!”

We all laughed heartily at Grandfather’s joke, but everyone will be shocked when the results come out. We’ll be making several times the insurance premiums we paid.

***

A few days later.

On the evening of June 4, 2002, the match between Korea and Poland was held at the Busan Asiad Main Stadium, with Polish singer Edyta Górniak and Jo Young-soo, a professor at Pusan National University and the younger brother of singer Jo Young-nam, singing their respective national anthems.

Initially, the nervous Korean team suffered several sharp attacks from the Polish team, but Hong Myung-bo’s overlapping and connected powerful mid-range shot brought momentum, and Hwang Sun-hong scored the opening goal with a left-footed volley from Lee Eul-yong’s cross.

In the second half, Yoo Sang-chul, who had been infamous for his long shots, scored a wedge goal as if determined to wash away his past pain. The goal pierced through Polish goalkeeper Dudek’s punch and went straight into the goal, making viewers feel relieved.

“We’ve overcome the first hurdle.”

Geum Seok-ho let out a sigh of relief after watching the end of the match on the screen in the Haedong Group conference room, which had been set up as the Pan-Haedong Group World Cup Marketing Headquarters.

“The remaining matches are against the United States and Portugal… If we beat the United States and draw with Portugal, we can advance to the finals.”

As I, Seon Hae-cheol, Go Seung-joo, and Geum Seok-ho nodded at Park Tae-jin’s cautiously optimistic outlook, that wasn’t the important thing.

“As soon as it dawns, let’s hang the banners we’ve prepared on all group affiliates’ buildings, stores, and factories. The electronics and automotive divisions should prepare for overtime starting with the lottery result announcements, and the distribution sector should contact the purchasing department to secure inventory.”

While we were proceeding with marketing to celebrate Korea’s first victory, the Korean team drew with the United States in the 78th minute of the match with Ahn Jung-hwan’s equalizer, which featured the Ono ceremony [a celebration mimicking a speed skater].

In addition, they caused a major upset by defeating Portugal, who was considered the worst obstacle in the group after the United States, securing a spot in the round of 16.

“I’m seeing things I’ve never seen before in my life. We drew with the United States, but we actually beat Portugal…”

Geum Seok-ho, whom I met the morning after the Portugal match, could only laugh in disbelief with a dumbfounded expression, but I smiled.

“João Pinto made a two-footed tackle on Park Ji-sung, wrapped his right leg with both feet, and twisted it. To make matters worse, he punched the referee who declared his ejection, and Beto back-tackled Lee Young-pyo and was sent off.”

Although the Portuguese team was rushed by impatience, the two players’ rough play created holes in Portugal’s midfield and defense. In addition…

‘Conceição, Couto, Costa, and even Baía were all played by Top Gay hyung… Hehe.’

Judging by the four players’ form in yesterday’s match, they seemed to be thoroughly drunk thanks to that ‘Top Gay hyung.’ They deserved it for boasting, ‘We can drink even when playing against Korea!’

‘Only Luís Figo became a fool. He told Park Ji-sung to draw and advance to the round of 16…’

Hiddink didn’t want Portugal, a strong competitor, to advance to the finals, so he didn’t tell the players the results of the simultaneous US-Poland match. Because of that, Luís Figo’s gesture towards Park Ji-sung became an empty one.

As Geum Seok-ho and I were drinking tea together, laughing at the Portuguese team’s self-destruction, Geum Seok-ho put down his teacup.

“Anyway, we’ve advanced to the round of 16 with 2 wins and 1 draw in the group stage, so that’s a total of 12,000 units… At this rate, we’re barely in the red from the insurance premiums you paid.”

He seemed relieved that he had almost recouped all the insurance premiums I had paid. Seeing Geum Seok-ho sigh with a lighthearted expression, I smiled.

“Did you secure enough inventory?”

“Of course. I’ve prepared to switch all the Gwangju factory lines to Soul production. We’ve also secured enough space to store the outgoing shipments.”

The Haedong Motors Gwangju factory was screaming from the workload that poured in because of the World Cup. It was due to the carrot of paying overtime for additional production and the whip of an absurd amount of volume.

“That’s important, but we need to promote our distribution of the Soul extensively, both domestically and internationally. Even if there are rumors that people are worried about our company going bankrupt.”

Even if we distribute over 10,000 units based on the current standard, it’s only half a success if we don’t promote Haedong Motors and the Soul to the world. Geum Seok-ho smiled at me.

“Don’t worry. The foreign press is already going crazy saying Haedong Motors is insane, haha.”

Geum Seok-ho showed me a file as he chuckled. I opened the file and smiled at the reactions of the foreign press compiled inside.

“They say you live long if you get cursed out, so Qin Shi Huang [the first Emperor of China] must be envious, hehe.”

From the New York Times to The Guardian, The Telegraph, Le Monde, News Corp, CNN, and other major media outlets in the Americas and Europe, they were all writing that Haedong Motors was crazy.

“Even for a small car, what company would distribute over 10,000 units? The volume will increase further depending on the results going forward.”

“I expected it since we haven’t revealed that we’ve signed up for marketing insurance, but… it’s getting interesting, hehe.”

“Director Woo and the marketing department guys are sharpening their knives. They’ll promote it well on their own once the World Cup is over, hehe.”

As I laughed softly with Geum Seok-ho, I presented another plan I had prepared.

“Let’s send our encouragement gifts to Park Ji-sung and Lee Young-pyo, who were injured in yesterday’s match, and scout them as Haedong Motors models. Let’s also scout coach Guus Hiddink, who must have worked hard to take care of the two players.”

“I forgot about advertising models. They must not be in good condition after yesterday’s match, but we can definitely get them if we pay a generous contract fee. We won’t skimp on the money.”

No matter how much of a regressor I am, everything must be done naturally with the right timing, place, and situation. Geum Seok-ho also knew exactly that now was the opportunity and said he wouldn’t skimp on the money, so that was settled for the automotive side…

“Let’s hold a meeting of the group’s top executives and use the remaining national team players as promotional models for each of our group’s affiliates. We need to contact GK Metal, GK Display, GSMC, or rather, the GK Group as well.”

“Huh? Is there really a need to do that?”

I smiled at Geum Seok-ho, who was puzzled.

“We’re not just using them as advertising models to promote sales, Chairman. We need to promote ourselves diligently if we want to recruit better talent into our family, haha.”

South Korea is becoming increasingly difficult to hire high-quality talent. Isn’t the number of civil service exam takers constantly increasing as non-regular employment becomes more common?

“Come to think of it, there are many affiliates that are unfamiliar to young people, so promotion is necessary. We’ll have to put in the effort if we want to bring in good friends, hehe.”

If the additional bet I’m making pays off, the real winner of this World Cup will be me and the Haedong Group, not Brazil. Geum Seok-ho and I looked at each other with smiling faces and emptied our teacups.

***

Following the Pan-Haedong Group executive meeting that afternoon, I passed my proposal at the GK Group as well. Two days later, I requested a meeting with coach Guus Hiddink at lunchtime to discuss an advertising contract for the entire team. Hiddink, who responded to the meeting, looked at me with wide eyes at the proposal I made.

“Is this real?”

“Yes. We will pay the coach 3 billion KRW and each of the 23 players 1 billion KRW as advertising model contract fees. However.”

I paused, looking at the dazed Hiddink and the interpreter.

“The contract fees promised now are only down payments.”

“Down payments?”

“The base contract fee for the entire team will increase depending on the results our team achieves in the future, and individual contract fees will also be additionally paid depending on the various achievements the players show in the matches. If we win the championship, it will be at least 5 billion KRW and up to 10 billion KRW per person.”

The advertising model contract I proposed had the same structure as Haedong Motors’ performance-based pay system. It meant giving incentives by reflecting both the team’s overall and individual performance.

“Our Pan-Haedong Group wants Korea to achieve good results that much. Please take good care of us, Coach.”

Hiddink, who was looking at me with a smile, shook his head and erased his dumbfounded expression.

“It will definitely motivate the players, haha.”

“I trust that you will control any possible discord among the players well, Coach. Please contact us anytime if you need anything for the players’ condition management. We will support you through the Football Association, no matter the cost.”

It’s not a waste at all to gather good talent in the Haedong Group. I smiled as I shook Hiddink’s outstretched hand.