Overall Campaign Messaging
LG set out to differentiate the LG60 HD LCD TV by delivering a brand message of a TV that goes beyond standard entertainment to a brand that enhances the quality of your life.
The central campaign idea was to humanize and personalize the TV by associating its features; beautiful, fashionable, intelligent and iconic to the actress, Scarlet. To develop Scarlet we teased consumers that she was a TV series, directed and produced by David Nutter, famous for directing the Sopranos among other TV series. We used PR, online buzz and social media to build on Scarlet’s image in the first few months of the pre-reveal phase of the campaign. On April 28th, 2008, about 500 people gathered at the Pacific Design Center in Hollywood for a screening of “Scarlet” the TV series, when it was revealed through during a viewing of the “trailer” the TV series was actually about a series of TVs from LG.
Challenge
Create a distinctive creative platform for the launch of the LG60
Emphasize LG’s competitive positioning - Style Without Compromise
Appeal to a discerning target audience who want style, status, features, connectivity and brand
Enable a campaign that can be localized in up to 80 local markets
Insight
We can differentiate LG by turning our backs on convention and looking at “TVs” in a whole new way. TV’s not just as a technology brand but an entertainment brand that goes beyond picture quality to bring you “Life Quality”
Target audience: Premium seekers who “want it all”
Key insight: the LG60 is a lifestyle brand, beyond turning the TV on, this TV “turns people on”
Solution & Strategy
Humanize the TV; create a personality through our model / actress; “Scarlet” as the new LCD TV, LG 60; “Beauty and Brains”
Highlight key features using “Scarlet” to embody them
Maximize buzz effect by creating and developing Scarlet’s personality, having her attend red carpet event’s, associate her with celebrities, etc. Use the actresses traits to personify the TV’s features and benefits
Agency.com
TEQUILA\London
Stream
Premier Public Relations
Mindshare
Budget: $100M Globally
Date of Campaign: Two Phases:
February through April 27, 2008 / Pre-Reveal / Build awareness of “Scarlet” the TV Series
April 28, 2008 / Reveal / Drive consideration and preference for “Scarlet” the Series of TVs from LG
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