LG:::Marketing a television like a TV series

BRAND OWNER :LG Electronics
CATEGORY:Electronic Goods
REGION:Netherlands
DATE:Apr 2008 - May 2008


The flat-panel TV (FPTV) market is hugely cluttered and competitive, with individual models and brands competing on perceived quality and technical specifications inevitably resulting in confusion for consumers.

LG was also being outspent by 3:1 by competitors, making stand-out harder to achieve. LG developed a product which could not only compete on technical specifications, would also demonstrate LG's reputation for stylish design and appeal to people on a deeper, more aesthetic level.
In order to appeal to the target audience of stylish brand followers, the communications strategy had to be unique.

The approach was therefore to launch Scarlet as a “new TV series” and not as a “new series of TVs”.

High profile Hollywood producer/director, David Nutter (Smallville, Band of Brothers, The Sopranos) was secured for the ‘TV series’ and he selected Natassia Maltie as the ‘star’ of the show.

The media strategy was to mimic a TV station launching a new show. To make this international strategy relevant for the Dutch market, local star Micky Hoogendijk had a “role” in the series.The goal was to get as much media attention as possible by using our PR network and Micky Hoogendijk’s press contacts before announcing the real role Micky was playing in the LG promotion.

A partnership with the largest Dutch TV Guide Veronica Magazine resulted in a non-branded advertising campaign announcing the start of the new hit TV series Scarlet, which was due to be broadcast on national television. Eventually Hoogendijk was sent to the international reveal in London, which resulted in a further round of publicity.

More than two million people watched at least one of the TV items about Scarlet, four million people read about it in newspaper articles. An estimated 60% of the target audience was reached by the free publicity about Scarlet.

The value of the media exposure tripled the original investment. The campaign resulted in the Scarlet TV range selling out in The Netherlands in the weeks following the campaign, with retailers having to hastily reorder the product.