Bartle Bogle Hegarty is launching a £3m above-the-line campaign to raise the profile of LG new steam washing machine range. The campaign will form part of the company’s global marketing strategy which will begin with TV ads in July. This will be supported by online and banner advertising and will run alongside the www.lge.co.uk/steam microsite.
Shot in Shanghai, the ad aims to demonstrate the power of steam cleaning and features a white-on-white “world of steam” made entirely from fabric. It shows a steam train minimising creases as it travels along the train tracks that run across the shirt.
The new machines include various washing functions aimed at environmentally conscious consumers. The functions can save water and energy, while the steam technology helps eliminate respiratory or skin allergies.
Media planning and buying was handled by MindShare.