LG's clever marketing to debut its LCD TV 'Scarlet'

Postado por paulofaraujo 3 de mai. de 2008

LG's clever marketing to debut its LCD TV 'Scarlet'

[ Grace Won 2008-05-01 ]

SEOUL, Korea (AVING) -- LG presented its Scarlet TV, the world's slimmest LCD TV, at One Marylebone Road in London, as part of a worldwide marketing campaign led by high-profile TV series director David Nutter.

On the evening of April 30, Natassia 'Scarlet' Malthe, the starring character and incarnation of the Scarlet TV, waltzed down the red carpet, dressed in a beautiful deep red gown, ready for the incredible transformation that lay ahead. Behind her was an elegant backdrop featuring music impresarios The New Young Pony Club, Queens of Noize and even a one-off performance by flamboyant singer Grace Jones. Then, at the press of a button, sleek Scarlet LCD televisions were raised from the Eye of Scarlet – a unique screen made to look like the LED lit aperture of the Scarlet TV set.

This London event followed an earlier event in Los Angeles that drew Hollywood celebrities to the Pacific Design Centre for a mock premiere event to reveal the secret of "Scarlet, The Hit New TV Series," which had been promoted through broadcast and online trailers. At the event, however, surprised guests learned that the premiere was actually for LG's new Full HD LCD TV, Scarlet, and that LG had cleverly manipulated the meaning of TV series in order to increase interest and impact.

"Brand marketing now is all about creating a story in which a brand communicates with consumers. Strengthening consumers' emotional attachment to that brand is the key to long-term success," said Kwan-Sup Lee, Vice President of LG Electronics Digital Display Global Brand Marketing Team.

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by Grace Won ( aving.net )

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