It's the first of LG's TV ads to feature the TV category overall rather than specific TV products in an effort to educate people about high definition TV, digital switchover and the differences between plasma and LCD screens.
The six-week campaign, created by Bartle Bogle Hegarty, comes as LG launches its 32-inch plasma TV, the first plasma TV of this size to be released by LG. The technology is more commonly associated with much larger screen sizes. The launch date for the TV campaign is yet to be finalised.
The TV activity will follow significant press and radio marketing by Y&R.
LG has just launched a contextual press ads featuring 'wholesome' activities reminding people to relax and make life good, in line with LG's 'Life's Good' brand strapline.
Along with advertorial features in Metro and the evening free papers, LG is running ads in national papers, Time Out and Shortlist suggesting how to make the most of the weekend. The contextual ads feature alongside print ads for individual product categories.
These will be supported with radio spots featuring presenters Adam and Joe, and LG sponsored idents on GCap Radio encouraging people to listen to more music.
The electronics company is also running its first online brand campaign, developed with Publicis Modem, with a new microsite at lge.co.uk/lifesgood. Banner ads on MSN and electronics sites will feature the new Renoir mobile phone, steam washers and TVs.
LG marketing director Andrew Warner said the campaign would be 'playful and engaging which competitors often shy away from. It is a brave statement'. 'The campaign is building between now and Christmas but it is also introducing our brand and products for a longterm focus.'
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