LG's Global 'World Record Campaign' kicks off from India

The 360-degree campaign includes traditional advertising, marketing and a full-fledged digital campaign

BestMediaInfo Bureau | Delhi | July 27, 2012

LG Electronics India has rolled out an innovative 360-degree global marketing initiative, “World Record Campaign” with the aim of celebrating LG's historical focus on product excellence and innovation over the past 54 years and to highlight LG's technical excellence. Innovative products with unique features such as CINEMA SCREEN 3D TV with the world's thinnest bezel and the world's first “door-in-door” refrigerator are just two of the products which will be featured in the series.

India will be the first market to launch the ambitious campaign which will incorporate traditional advertising, marketing, public relations, strong employee communication and a full-fledged digital campaign. Starting with LG Brand Shops, traditional communications and in-shop placement of World Record point-of-sale signage will provide product information to shoppers to give them a better understanding of the LG brand and products.

Social media innovation will be used to better communicate the World Record characteristics of LG's hero models. The World Record (WR) Man avatar will play the role of the brand ambassador to engage audiences on social network sites such as Facebook and Twitter. WR Man marketing will be one of the main online activities to increase recognition of LG, especially with reference to LG's technical excellence.

The character will communicate LG's focus on technology and innovation in various product categories by highlighting LG technology that is either the world's first or the best. Interactive online sessions with WR Man will also play a part in the campaign.

Commenting on the campaign, Soon Kwon, Managing Director of LG India said, “This campaign is an extension of our effort to highlight style, technology and design of our consumer electronics and appliance products. For instance, LG introduced the world's first and most advanced home entertainment technology in film-patterned retarder, or FPR, in our 3D TVs. LG refrigerators feature another proprietary technology, Health Guard™, to eliminate 99.99 percent of the bacteria found in other refrigerators. We have a strong product line-up built on the foundation of a half century of world-leading innovation and technology which many consumers don't know about. LG has a compelling and interesting story that we felt needed to be told.”

Elaborating on the concept of this campaign, Lakshmikant Gupta, Vice President for Marketing, LG India said, “With the World Record Campaign, we aim to drive loyalty and emphasize unique product features in our flagship products like the CINEMASCREEN3D TV and the new Door-in-Door Health Guard Refrigerator. It's no longer enough for companies to make and sell useful products.”

“Nowadays, it's important to be able to tell audiences what makes our company relevant and how we can improve consumers' lives. LG has a great story to tell that I think Indians will enjoy hearing,” added Gupta.

Info@BestMediaInfo.com

Info@BestMediaInfo.com