Electronics manufacturer, LG Electronics (LG) has launched their newest LCD TV, the LG60 – also known as ‘Scarlet’ – following a three-month mystery campaign promoting a new TV series.
Leading up to the official reveal, a highly secretive and mysterious pre-reveal campaign intrigued audiences globally, insinuating that ‘Scarlet: a hit new TV series’, a secret project from director/producer David Nutter and starring an up and coming actress, Natassia Malthe, was about to launch.
At a red carpet event on April 28 in Hollywood, USA, the twist was revealed: Scarlet is in fact a new series of TV’s from LG. The full post-reveal campaign will roll out in multiple languages in more than 27 markets across the Americas, Europe and Asia.
‘Scarlet’ has gained notoriety in entertainment circles over the past months as the Scarlet persona was slowly seeded throughout the community via traditional and online PR and social networking, with sneak previews and gossip from the TV show and about its stars, all the while building momentum and creating interest around ‘Scarlet’ and Natassia.
Hollywood has created the benchmark for exciting and entertaining launches. By adopting a Hollywood-style approach for a product launch and creating the character of Scarlet, the idea of using the platform of a new TV series to build intrigue for Scarlet, was born.
“If we were going to really make headway against some of our major competitors, we had to change the rules of the game. Being different might be risky, but we took that risk to make a breakthrough,” said Kwan-Sup Lee, VP, Brand Marketing of LG Electronics Digital Display Company.
“Brand marketing now is all about a having a ‘story’ in which a brand communicates with consumers. Strengthening consumers’ emotional attachment to that brand is the key to long-term success.”
The twist gives the campaign several industry firsts, including the first time Hollywood has been involved in a marketing campaign like this – actually creating the premise of new entertainment rather than placing products in existing content.
It goes beyond the usual conventions of advertising within the consumer electronics market and uniquely addresses a savvy, time-starved audience.
The campaign includes 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, actor blogs and web videos, rounding out the 360-degree solution.