The campaign centers around the slogan, "Don't watch it, live it!" reflecting the incredibly immersive experience of LG's 1080p full HD TVs. The US$40 million campaign includes TV commercials, online content and special events in more than 70 countries worldwide.
"The Red Couch symbolizes the shared excitement of experiencing LG's Full HD TVs," said Young Chan Kim, Executive Vice President of Digital Display Company, LG Electronics. "We want people to associate these enjoyable moments, shared by families and friends and enhanced by LG's more vibrant, life-like HD quality, with LG and our signature red. This is about creating an emotional attachment to our industry-leading products."
LG aired the first television commercial for this campaign globally in early May. In one of the ads, a family sits on the red couch watching a bobsled run. A crowd of spectators looks down from the icy walls of the track as they hear the bobsled quickly approaching. Then the family, tucked low on the red couch for maximum speed, hurtles down the bobsled track, past the spectators.
There is also an online component to the Red Couch campaign to promote more proactive involvement on the audiences' side. LG has created a Red Couch website for each country where the company launches the campaign, which allows consumers to learn even more about LG's Full HD TVs. The information and tools on the website help consumers select the right HD TV for their needs. The website also presents Full HD game trailers that can be viewed from the free LG Player, a media player which looks likes a LG Full HD TV set. Later the website will provide additional exclusive content including Full HD movie trailers and sports highlights.
The Red Couch campaign coincides with LG's launch of a new series of Full HD TVs in Europe, starting with an initial release in Italy in March. These new Full HD TVs come in more than fifty model choices, ranging in size from 37 to 60 inches. The new TVs also include the next generation of LG's renowned digital TVs with built-in DVR. LG will hold events across Europe to introduce these new TVs through May, followed by the United States.
LG's online campaign will run in more than 30 countries including the United States, England, Germany, France, Italy and Spain. The campaign will continue for approximately one year, depending upon regional marketing initiatives.
Recently, LG was also a sponsor at the Cannes film festival. This helped the company show how its HD TVs improve and expand the TV viewing experience, and gave LG an opportunity to demonstrate its Full HD products. LG showcased one hundred Full HD TVs at the festival.
