LG Raises Its Full HD TV Brand Profile with “Red Couch” Campaign

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2007-05-17 11:11

Seoul--(뉴스와이어)--LG Electronics (LG), a major player in the global flat panel display market, announces on May 21 the European launch of its global Red Couch campaign to promote its Full HD TVs, following the U.S. launch on May 3 of this year.

The campaign centers around the slogan, “Don’t watch it, live it!” reflecting the incredibly immersive experience of LG’s 1080p full HD TVs. The USD 40 million campaign includes TV commercials, online content and special events in more than 70 countries worldwide.

“The Red Couch symbolizes the shared excitement of experiencing LG’s Full HD TVs,” said Young Chan Kim, Executive Vice President of Digital Display Company, LG Electronics. “We want people to associate these enjoyable moments, shared by families and friends and enhanced by LG’s more vibrant, life-like HD quality, with LG and our signature red. This is about creating an emotional attachment to our industry-leading products.”

LG aired the first television commercial for this campaign globally in early May. In one of the ads, a family sits on the red couch watching a bobsled run. A crowd of spectators looks down from the icy walls of the track as they hear the bobsled quickly approaching. Then the family, tucked low on the red couch for maximum speed, hurtles down the bobsled track, past the spectators.

There is also an online component to the Red Couch campaign to promote more proactive involvement on the audiences’ side. LG has created a Red Couch website for each country where the company launches the campaign, which allows consumers to learn even more about LG’s Full HD TVs. The information and tools on the website help consumers select the right HD TV for their needs. The website also presents Full HD game trailers that can be viewed from the free LG Player, a media player which looks likes a LG Full HD TV set. Later the website will provide additional exclusive content including Full HD movie trailers and sports highlights.

The Red Couch campaign coincides with LG’s launch of a new series of Full HD TVs in Europe, starting with an initial release in Italy in March. These new Full HD TVs come in more than fifty model choices, ranging in size from 37 to 60 inches. The new TVs also include the next generation of LG’s renowned digital TVs with built-in DVR. LG will hold events across Europe to introduce these new TVs through May, followed by the United States.

LG’s online campaign will run in more than 30 countries including the United States, England, Germany, France, Italy and Spain. The campaign will continue for approximately one year, depending upon regional marketing initiatives.

Recently, LG was also a sponsor at the Cannes film festival. This helped the company show how its HD TVs improve and expand the TV viewing experience, and gave LG an opportunity to demonstrate its Full HD products. LG showcased one hundred Full HD TVs at the festival.

Online Red Couch Campaign Websites list (Activated on May 21)

U.S.A. http://lgusa.com/fullhd
United Kingdom http://lgeuk.com/fullhd
France http://lgefr.com/fullhd
Germany http://lgede.com/fullhd
Italy http://lgeit.com/fullhd
Spain http://lgees.com/fullhd

* Online campaign in other countries will be lunched subsequently after May21.

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 over 110 operations including 81 subsidiaries around the world. Comprising four business units -- Mobile Communications, Digital Appliance, Digital Display and Digital Media with 2006 global sales of US $38.5 billion -- LG Electronics is the world’s largest producer of CDMA handsets, air conditioners, optical storage products, DVD players. For more information, please visit www.lge.com.

LG Digital Display Company is the largest flat panel display manufacturer in the world, a leading producer of LCD and plasma TVs and one of the world’s top plasma module makers. While focusing on creating well designed, feature rich TVs, the company is also pushing technological boundaries to create a more exciting viewing experience. LG's product areas include: televisions and computer monitors, plasma display panels, OLED and others. LG is an official sponsor of the 60th Cannes Film Festival held from 16-27 May 2007, in Cannes, France.

LG Electronics 개요
LG Electronics Inc., (KSE: 06657.KS) is the leader in consumer electronics and mobile communications. The company has more than 72,000 employees working in 77 subsidiaries and marketing units around the world. LG Electronics is the world’s largest producer of CDMA handsets, residential air conditioners, optical storage devices and home theatre systems. With total revenue of more than USD 35 billion (consolidated USD 45 billion), LG Electronics is comprised of four business units: Mobile Communications, Digital Appliance, Digital Display and Digital Media. For more information, please visit www.lge.com.

웹사이트: http://www.lge.com