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LG Washers ‘Steam Power’

Agency: BBH

Client: LG Electronics UK

LG Electronics UK today has launched a £3 million marketing campaign to promote its steam washing machine.

Focuses on LG’s unique new 9kg steam washer range, it forms part of the global marketing strategy which includes TV, print, online and point-of-sale and will run across the UK and Ireland.

The investment will include the company’s first TV advertisement for its major domestic appliances in more than five years.

Global roll-out of the campaign starts in the UK in July, with the other markets following from September. 

TV is being backed by SEO), online banner and cinema advertising, with a print media campaign both in the national press and women’s consumer titles from August.

A micro-site will also run alongside the advertising campaign with the URL being included in all advertising collateral. ‘Experience steam power’ is the strap line that will run throughout the global campaign.

Shot in Shanghai, the advertisement 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 TV work will run across terrestrial and digital channels aiming to communicate the benefits of the unique steam features of the washing machine, and to forge an emotional connection with both existing and prospective UK consumers.

White goods marketing manager at LG Electronics, Simona Allan, said “By engaging with consumers at such a high profile level, we hope to showcase smart technology that they need and desire.

”Over the years, we have established a good reputation for creating innovative design and technology. We now want to build on that and focus our efforts on gaining consumer insight that will further enhance the R&D process and therefore better serve the needs of our customers.”

LG used Bartle Bogle Hegarty (BBH) to produce the global advertisements, with Young & Rubicam (Y&R) creating the supporting collateral.

Mindshare was responsible for developing the media strategy and handled all media buying and planning.

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