LG ´Scarlet´

Faced with the rapid commoditization of TV business and a recent price war sparked in the US by Sony, LG knew they had to do something different to market their new range of televisions. We created a distinctive strategy for the launch of the LG60, emphasising LG´s competitive positioning- ´style without comprimise´- and to appeal to a discerning target audience who want style, features, conncectivity and technical innovation. Furthermore, the campaign had to be able to be localised in up to 80 markets. We worked with partner agencies to create ´Scarlet´ in what became LG´s largest ever campaign for a single product.

LG set out to differentiate the LG60 HD LCD TV by delivering a brand message of a TV that goes beyond standard entertainment to a brbrand that enhances the quality of your life. The central campaign idea was to humanise and personalise the TV by associatingits features; beautiful, fashionable, intelligent and iconic to the actress, Scarlet.

To develop Scarlet we teased consumers that she was a TV series, directed and produced by David Nutter. The campaign included extensive use of PR, digital, TV and cinema advertising, print, OOH, and social networking through a top- secret pre-reveal and post- reveal phase. Digital and social networking included pre-reveal (www.scarletseries.tv) and post-reveal websites (www.LGScarlet.tv), viral videos, downloads, IM icons, Facebook and MySpace presence.

Journalists commented on the fact that, considering relative adspend, LG was punching above its weight and out-publicising its rivals. The ´trailer´ generated 2 million+ views, and the series made it into the imdb, its anticipated release receiving global coverage.

The value of this project? An estimated $50million in PR Coverage alone and counting...