£6m marketing campaign will inspire educate and empower
UK consumers on the latest 3D technology
LG Electronics (LG), a global leader in consumer electronics, is to launch a nationwide £6m activation campaign, focussing on making 3D TV accessible to British consumers while cutting confusion surrounding the technology.
The campaign includes a nationwide experiential tour, dedicated Facebook activity, an online interactive Q&A tool and a new cinema advert – the brand’s first foray in to the world of the big screen.
This campaign will also draw upon LG’s unique relationship with broadcast giant Sky. LG is Sky’s first choice for 3D TV and the partnership has so far allowed more than one million customers to experience 3D viewing in pubs and bars across the UK.
The campaign is a continuation of LG’s extensive 2010 marketing push, which positions LG as the human face of technology through its Life’s Good message.
LG remains the only manufacturer to offer both active and cinema 3D TV technology, bringing products to market to suit all consumer preferences.
Stephen Gater, Head of Marketing LG Home Entertainment Company, said: “Our unique partnership with Sky has helped solidify LG’s position at the forefront of 3D consumer technology.
“Millions of people have now enjoyed a 3D experience in the cinema. Working with Sky, we have now brought 3D to life to around a million people in pubs across the country. The next step and the aim of this new integrated campaign is to help people bring the magic of 3D into their homes.”
The integrated campaign centres around a message of ‘Bringing the magic of 3D into your living room’ and has a number of key elements.
The nationwide experiential activity will visit shopping centres and cinemas and began at Westfield, London. The ‘Life’s Good Lounge’ gives shoppers a chance to experience how 3DTV would feel in their living room and will be enjoyed by around 250,000 over the next few months.
The experience includes a huge family sized Life’s Good Lounge sofa, enjoy popcorn and receive one-to-one demonstrations of 3D TV and gaming in the custom-built living room environment. As part of the partnership with Sky, it will showcase the broadcaster’s new 3D channel.
Another key element of the 360 degree integrated campaign is the brand’s new humorous, 3D cinema advert which communicates to filmgoers why transferring the 3D experience from the flicks to their front room makes for an experience they can enjoy time and time again. The big screen advert launches on 10 December and will be the first time LG has used this powerful media space.
This campaign will also be brought to life through continued offers and community interaction via the LG Facebook fan page which is now ‘liked’ by more than 40,000 fans, as well as 2D print and TV advertising.
Mr Gater added: “We recognise that technology has evolved at an astonishing rate over recent years and that some consumers are overwhelmed by the choice and variety now available. LG is committed to empowering consumers to not only make the right purchasing decision for them, but to also understand and enjoy new technology. This campaign is our chance to really shout about being Sky’s first choice for 3D TVs whilst also explaining to the public what that means to them.
“LG is fully committed to 3D technology and this investment will carry forward into 2011, when we will continue to educate consumers on the benefits of 3D technology and the wide range of products available.”