The TV That Achieved Celebrity Status as a New TV Series
Seoul, Korea — April 29, 2008 — LG Electronics (LG), a global leader and technology innovator in consumer electronics, today announced the launch of their newest LCD TV, the LG60 – also known as ‘Scarlet’ – following a three-month mystery campaign promoting a new TV series.
“At LG, we have been leading technology and design innovations in the flat panel TV business for a decade and now we are taking that innovative approach to our global advertising and communications. If we were going to really make headway against some of our major competitors, we had to change the rules of the game. Being different might be risky, but we took that risk to make a breakthrough,” said Kwan-Sup Lee, VP, Brand Marketing of LG Electronics Digital Display Company.
“The Scarlet series is a sleek, elegant, intelligent TV that is differentiated from its closest competitors through its ‘design without compromise’ credentials. It appeals to premium seekers who will appreciate the twist in the unconventional campaign.”
Leading up to the official reveal on April 28, a highly secretive and mysterious pre-reveal campaign has been intriguing audiences globally, insinuating that ‘Scarlet: a hit new TV series’, a secret project from director/producer David Nutter and starring an up and coming actress, Natassia Malthe, was about to launch.
At a red carpet event on April 28 in Hollywood, USA, the twist will first be revealed: Scarlet is in fact a new series of TV’s from LG. The London reveal event will take place on April 30, as the full post-reveal campaign rolls out in multiple languages in more than 27 markets across the Americas, Europe and Asia.
‘Scarlet’ has gained notoriety in entertainment circles over the past months as the Scarlet persona was slowly seeded throughout the community via traditional and online PR and social networking, with sneak previews and gossip from the TV show and about its stars, all the while building momentum and creating interest around ‘Scarlet’ and Natassia.
Hollywood has created the benchmark for exciting and entertaining launches. By adopting a Hollywood-style approach for a product launch and creating the character of Scarlet, the idea of using the platform of a new TV series to build intrigue for Scarlet, was born.
“Brand marketing now is all about a having a ‘story’ in which a brand communicates with consumers,” added KS Lee, “Strengthening consumers’ emotional attachment to that brand is the key to long-term success.”
The name ‘Scarlet’ was inspired by the design of the LG60 and the red hue of the casing. From a side profile, the TV’s silhouette flows like a red dress. Scarlet’s character also reflects everything that the LG60 is. She is intelligent; she is dazzling; she is extraordinary; she is exciting; and she will change the way you view TV, forever.
The exceptional twist gives the campaign several industry firsts, including the first time Hollywood has been involved in a marketing campaign like this – actually creating the premise of new entertainment rather than placing products in existing content. It goes beyond the usual conventions of advertising within the consumer electronics market and uniquely addresses a savvy, time-starved audience.
The campaign includes extensive use of PR, digital, TV and cinema advertising, print, OOH, and social networking through a top-secret pre-reveal and post-reveal phase. Digital and social networking included pre-reveal (www.scarletseries.tv) and post-reveal websites (www.LGScarlet.tv), viral videos, downloads, IM icons, Facebook and MySpace presence, actor blogs and web videos, rounding out the 360-degree solution.
Chan Suh, CEO of Agency.com, said, “The launch of ‘Scarlet’ is more than an integrated campaign; it is a connected campaign. It was made possible by an innovative client who saw the value in working in an unconventional way. The team of individuals and agencies worked in unison despite multiple continents, time zones and languages separating them. The result is a campaign that is truly a unique and holistic marketing solution and one-of-a-kind”.
The multi-platform, multi-language, global campaign is a result of a connected agency model, led by Agency.com and partner agencies including TEQUILA\London, branded entertainment agency, Stream, and Premier public relations.
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About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in 114 operations including 82 subsidiaries around the world. With 2007 global sales of USD 44 billion, LG is comprised of four business units - Mobile Communications, Digital Appliance, Digital Display and Digital Media. LG is the world’s leading producer of mobile handsets, flat panel TVs, air conditioners, front-loading washing machines, optical storage products, DVD players and home theatre systems. For more information, please visit www.lge.com.
About LG Electronics Digital Display Company
LG Digital Display Company is a leading producer of LCD and plasma TVs and is one of the world’s top makers of plasma modules. While focusing on creating feature-rich TVs, the company is also pursuing stylish designs and pushing technological boundaries to provide a more exciting viewing experience. LG's product areas include: televisions and computer monitors, plasma display panels, projectors and others.
www.LGScarlet.tv.
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