LG readies campaign to position brand as ‘premium and aspirational’

LG is hoping its forthcoming campaign for the “world’s first” 55 inch curved screen OLED TV will have a halo effect on the rest of its products and position the brand as “premium and aspirational”.

LG tv ad
A screenshot from LG’s forthcoming TV ad campaign, which breaks on 20 December.

The £2m advertising push launches on 20 December and runs until late January – a key trading period when TV sales can increase 10 fold compared with normal weeks, according to LG UK’s commercial director Andy Mackay.

The campaign centres around a 30-second TV ad which carries the strapline “A curve that sets everything straight”. It will be supported by a microsite, in-store and social media activity. It was created in-house, while Havas was responsible for media planning and buying.

The £7,999 TV will act as LG’s “iconic hero product” to attract “premium seekers”, which it hopes will have a halo effect on not only its other TVs but lead to a sales and perception boost across its home entertainment and appliance business.

Mackay says: “Part of this drive is to further build LG’s brand value and associate our brand with premium and aspirational home products. As this type of technology takes off, we want LG to be seen as product leadership.”

The push comes shortly after LG introduced a new “It’s all possible” brand positioning that sits next to its “Life’s Good” strapline, which was designed to bring more “warmth” to the brand. All LG advertising now makes prominent use of red circles to draw attention to the consumer benefits of its products. 

In July, LG signed an exclusive partnership with Sky, becoming the only TV manufacturer to offer access to Now TV. All new LG TV sets and Blu-ray players come with an introductory 30-day free trial Sky Movies Pass and seven Sky Sports Day passes . 

The promotion looks to have already had an impact on sales. LG’s share of the UK TV business for the January to October period was 14.5 per cent this year, compared with 11.8 per cent in 2012, Mackay claims.

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