LG Electronics Australia launches global marketing campaign
LG Electronics Australia have launched a global marketing campaign for promoting their Scarlet model of LCD TVs. LG’s ultra slim LCD TV Series were launched in Sydney, 21 May 2008. The event was the culmination of a global marketing campaign titled Scarlet, which was promoted as the latest project by David Nutter, director of hit TV shows Entourage, X-Files and Smallville.
The LG Scarlet launch had all the hallmarks of a premiere event – live interviews with MTV presenter Darren McMullen, Sophie Falkiner as the evening’s host, and Alex Dimitriades creating the party atmosphere as guest DJ.
The evening’s highlight was a fashion parade by internationally renowned Australian fashion designer Jayson Brunsdon.
LG Electronics provide convergent electronics, information and communications products designed to meet the diverse needs of fast-changing consumers. With consolidated sales of US$37/7 billion and overseas sales of US$32.6 billion (86% of total sales), LG Electronics employs more than 70,000 employees in 76 subsidiaries located in 39 countries and operates four business units including Mobile Communications, Digital Appliance, Digital Display and Digital Media.
LG Electronics Australia’s 2008 flagship LCD TV, LG60 now known as Scarlet, first made its debut at the 2008 Consumer Electronics Show in Las Vegas in January. At just 1.7 inches (45mm) thick, it is a slim LCD TV with a distinctive look.
LG’s personification of the TV can be broke down into several different areas, based on the set’s features. Its distinctive red-hued back, colour-changing LED light power aperture and invisible speaker, TruMotion 100Hz reducing blur on fast-moving scenes and sound tuned by Mr. Mark Levinson, an intelligent sensor for automatic picture adjustments and expert mode and A/V hot key for refined tuning. These became part of the marketing messages and the guiding principles of the global marketing campaign.
1-Sep-2008