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LG ‘Elephant’ advert

Agency: Y&R

Client: LG

Consumer electronics company, LG Electronics (LG), has launched a multi-million pound marketing and consumer education drive focused on building its ‘Life’s Good’ brand.

It aims to make technology more accessible to consumers and communicate how consumer lives are enriched by breakthrough technology.

The fully-integrated campaign, which starts in April and was developed in conjunction with LG’s global marketing agencies Y&R, Mindshare and LG One, and will reach consumers at a variety of touch points:

- Print ads in key national newspapers, supplements and lifestyle magazines
- TV commercials during key lifestyle, sporting and entertainment programmes on ITV, C4, Five and Sky
- Media partnerships with LBC, Absolute Radio and The Guardian
- Full PR support
- Social marketing campaign, including the ‘Life’s Good’ blog

The TV ads will be the first-ever to promote the Infinia range of LCD’s with their Full LED technology which are also 3D-ready.  The brand will be the first to show the full range of 3D products in the home environment from tomorrow at a house in Central London.

The media partnerships with LBC and Absolute Radio will aim to bring to life the message that LG is committed to making technology accessible to all consumers.

LBC: a weekly Q&A with LBC’s Gadget Guru who will also create tips and advice podcasts

Absolute Radio: fully integrated on air and online campaign including podcasts, a specially created ‘Let’s Talk Technology’ micro site hosted at with competitions, blogs and forums

The Guardian: four collectable pull-out guides in The Guardian, featuring competitions, research and bespoke demystifying technology articles by Technology Guardian journalists

LG will use this campaign to cement its position as a true consumer technology and electronics brand by featuring its key products for 2010: LCD TV’s with full LED technology which are 3D-ready, AV products  and innovative home appliances such as the 11kg direct drive washing machine with steam.

“LG is committed to offering their customer the very best in technological innovation but this latest campaign goes beyond simply communicating that’ says Paul Meadows, Head of Brand, LG Electronics UK.

“It’s about LG taking on the role of helping consumers better understand the ins and outs of the technology in their lives. We’re truly passionate about being the human face of technology.”

The campaign aims to demonstrate LG’s ambitions to secure a dominant position - 25 per cent of the market in 2010 - in this fast growing 3D market expected to surpass 80 million units by 2014.

LG’s strategy includes plans to offer a broad range of TVs across, LCD/LED and Plasma as well as Blu-ray players and the world’s first Full HD 3D projectors.

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