MUMBAI: Don‘t Just Watch It, Live It!

This is the message that LG Electronics will look to communicate in its new global integrated
marketing campaign focusing on the company‘s premium Full HD 1080p flat-panel high-definition televisions (HDTVs).

The global campaign will first be seen in the US and will roll out to more than 70 countries worldwide over the next month.

LG Electronics will invest approximately $25 million in the US and substantially more globally to highlight the ultimate viewing experience delivered by LG‘s innovative 1080p liquid crystal display (LCD) and plasma HDTVs.

The key elements of the campaign include a series of broadcast, print, outdoor and online advertisements in three creative concepts all featuring an LG Red Couch, which serves as a symbol of the consumers‘ all-encompassing high-definition viewing experience. The campaign also incorporates LG‘s corporate sponsorship of the Cannes Film Festival and
targetted public relations activities highlighting LG‘s 1080p Full HD technology and stylish flat-panel designs.

LG Electronics USA VP consumer electronics marketing Allan Jason says, "The Red Couch campaign is a key initiative that addresses the growing high-definition market and the expansion of our HDTV product line. LG is a global leader in flat-panel HDTV technologies, and no company is better positioned to deliver the Full HD 1080p high-definition viewing experience."

The global campaign, developed by Young & Rubicam‘s BrandBuzz, was produced in high-definition and recently made its network premiere in the US.

The US broadcast spots focus on two sports, leading off with golf and then introducing a bobsledding spot in the fourth quarter. Consumers sitting on a Red Couch are in the middle of the action, capturing the realistic viewing experience of LG 1080p HDTVs. The spots were filmed on location in South Africa by director Paul Butterworth.

The television commercials will run globally throughout the summer and fall on primetime network and cable television, complemented by print ads in major consumer publications. Completing the integrated marketing package, LG also will be launching a Red Couch online component where visitors can experience exclusive content and learn more about 1080p HDTV and LG‘s Red Couch campaign.

This year LG is launching a dozen new Full HD models in the US. The expanded 1080p lineup includes nine LCD HDTVs in screen sizes ranging from 37 to 52 inches, and three plasma models (in 50-, 60- and 71-inch sizes).