Press Release

04/30/2008

LG BRINGS SCARLET TO LIFE WITH NEW SERIES OF LCD HDTVs

NEW YORK, April 29, 2008 -- LG Electronics today unveiled the "Scarlet" series, a stylish new line of "Full HD" 1080p liquid crystal display (LCD) HDTVs (LG60). The global campaign included advertising, public relations and viral components to bring Scarlet to life. The integrated marketing campaign rolled out to more than 27 countries worldwide over the last four months and will continue through July.

 

NEW YORK, April 29, 2008 -- LG Electronics today unveiled the "Scarlet" series, a stylish new line of "Full HD" 1080p liquid crystal display (LCD) HDTVs (LG60). The global campaign included advertising, public relations and viral components to bring Scarlet to life. The integrated marketing campaign rolled out to more than 27 countries worldwide over the last four months and will continue through July.
Key elements of the campaign included a series of broadcast, print, outdoor and online activities all featuring Scarlet, The Hit New TV Series, with famed-director David Nutter and up-and-coming actress Natassia Malthe as the stars of the campaign. The campaign also incorporated a variety of Red Carpet and celebrity appearances, and targeted promotional activities leading up to the reveal which took place on April 28 in Los Angeles.
"The 'Scarlet' campaign is a key initiative that addresses the growing consumer demand for distinctive design and cutting-edge technologies that can be easily integrated into their homes," said Teddy Hwang, president, LG Electronics USA, Inc. "With our new introduction, we wanted to create a stylish and sleek high-definition LCD intended to help viewers transport themselves into a different realm."
The 'Scarlet' persona was slowly seeded throughout the community via traditional public relations and social networking, with sneak previews of the TV show's trailer 'leaking' on the Internet ahead of schedule to drive interest around 'Scarlet.'
Anatomy of the Campaign
The global campaign took the form of a TV show trailer featuring a central character, 'Scarlet,' who can play romance, action, period-drama, sci-fi, or thriller but who also has a secret. Built around the concept that Scarlet would be a new hit TV series, LG Electronics first engaged well-known television director David Nutter, famous for directing some of the biggest TV shows including The Sopranos, The West Wing and Entourage.
"Working with such a reputable and innovative brand as LG was a key for me, because it's a brand that clearly understands the mindset of today's audience. Using my knowledge of how to create a hit pilot, we thought we'd apply the formula to the brand itself and develop a hit new TV series about a Hollywood starlet," said Nutter.
The director found his ideal 'Scarlet' in actress Natassia Malthe with whom he has worked on other projects. Nutter said, "I had a clear idea of Scarlet's qualities, 'She glows with this mysterious beauty. She is flawless on screen. There's an instinctive beauty about her."
Malthe embodied the role of 'Scarlet' for the entire six-month campaign. In her role, she appeared at Red Carpet events around the world including the BAFTA's in London, Oscars� weekend in Los Angeles, film premieres, and fashion shows.
Award-winning screen writer and novelist, Raymond Khoury (The Last Templar, 2006) was brought on board to write the script and treatment for the television commercials, CSI:NY actor A.J. Buckley and Assaf Cohen from the series Entourage also signed on to make cameo appearances in the television commercials that were aired globally in advance of the launch.
"It was certainly a nerve-racking experience. With so much work that had gone into the project there was always the risk that 'Scarlet's Secret' would be revealed before the launch, and the more attention the campaign received the greater that risk became," said Nutter. "The fact that everything has gone so smoothly is testament to the team involved and, of course, to the leading lady for playing the part perfectly."
Where can you see Scarlet?
The broadcast spots, filmed on location in Bangkok, included 91 different scenes in order for the commercials to appear as a trailer for a TV series. The spots appeared on cable and network television stations the week of April 14.
After the reveal, the Scarlet campaign will be complemented by print ads of the LG60 in major consumer publications. Completing the integrated marketing package, LG will also launch a Scarlet online component where visitors can experience exclusive content and learn more about the HDTV LCD and LG's Scarlet campaign.
The stylish Scarlet HDTV LCD series ranges from 32- to 52-inches. The line features versatile design and technological innovations, including stunningly 1.8-inch thin models (42- and 47-inch), unique red-color accents and invisible speaker design.
About LG Electronics USA, Inc.
LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a global force in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a wide range of consumer electronics (digital display and digital media) products, mobile phones and digital appliances under LG's "Life's Good" marketing theme. For more information, please visit www.LGusa.com.
CONTACTS:
John I. Taylor (847) 941-8181, john.taylor@lge.com
Clara Chang (201) 816-2011, clara.chang@lge.com
Ojas Naik (312) 397-6008, ojas.naik@ogilvypr.com

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