LG repositions with biggest ad campaign to date

LG: launches its biggest campaign to date
LG: launches its biggest campaign to date

LONDON - LG Electronics (LG) is spending £8m to reposition itself as a consumer friendly brand to secure a dominant 25% market share in the 3D market place in 2010.

A shift in strategy will see LG move away from having product led marketing initiatives to focusing on how to make technology more accessible to consumers.

LG like its competitors Samsung, Panasonic and Sony will be ploughing millions of pounds into promoting their 3D TVs throughout the year, especially in the run up to the summer where the forthcoming Fifa World Cup will be shown in 3D for the first time.

The new strategy is part of LG's ambition to capitalise on the fast growing 3D market with the brand anticipating its 3D products to boost sales by approximately £130bn by 2014.

The big step change for the brand will see it launch its biggest campaign to date, created by Y&R, Mindshare. Rich colourful ads will showcase the flat screen TVs high definition quality under a sub strapline ‘A whole new way to see your world' with pictures of wildlife animals.

The multi-million pound drive will roll out over the next few weeks and run throughout the year will build on LG's ‘Life's Good' umbrella strapline.

LG's head of brand Paul Meadows said: "The story is around humanising electronics and we want to become a more consumer friendly and engaging brand. It's a step change in where we've previously been. The challenge before was building brand awareness."

The first phase of the campaign will launch with a heavy weight TV campaign on ITV, C4, Five and Sky and will be the first-ever ad to promote LG's Infinia range of LCD's TVs that include full LED technology and are 3D-ready.

As part of its efforts to engage consumers LG will tie up with radio stations Absolute Radio and LBC, as well with magazines and newspapers. LG will sponsor LBC's weekly Q&A with that stations gadget guru who will create tips and podcasts. The brand will also partner with Absolute on technology features, as well as creating a ‘let's talk technology' microsite, which will also include competitions, blogs and forums.

Consumers will also be able talk about LG's home entertainment and mobile products, experiences and get updated on the latest technology launches, including LG's 3D projectors and Blu-ray players on LG's first ever Facebook page.

LG will also boost its social media strategy using Twitter. The brand that has over 2,000 followers on the site will also give 10 pairs of tickets to watch football in 3D to customers in a bid to build customer loyalty, as well as it plans to become number one player in the space.

LG, however, as been pipped to the post by Samsung as it launches the first 3D TV to the market today ahead of its scheduled release on 27 April.


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