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  • Updated
  • 03/08/2009
Sydney, 3 August 2009 - LG Electronics (LG) steams up the laundry category this month and gets creative with the launch of an integrated marketing campaign focusing on its new range of Steam laundry products and the 10 Year Direct Drive Motor Warranty.
Earlier this year, LG revolutionised the laundry category by extending its unique Steam Technology into its new Steam Washer, Steam Dryer and Steam Washer & Dryer products. The new marketing campaign focuses on this category and is set to educate consumers on the benefits of Steam Technology and its Allergy Care function which has the ability to reduce allergens such as common dust mites found in clothes by up to 99% showing mum that help is at hand.
The campaign is playful and stylish and consists of a TVC and print campaign, word of mouth activity, online advertising, in-store displays, Point of Sale and brochures, an Extensive Training Program and an integrated PR campaign that included a media launch which generated significant media coverage and positive feedback from key media.
The campaign also introduces a new marketing direction for LG's laundry category by including a significant word of mouth element, developed by The Word Of Mouth Company. This includes a four month partnership with the Word of Mouth Club's 'Mum's the Word' presentation series - a one hour presentation hosted in community groups to introduce mum's to new and exciting products to help them protect their families from allergens.
Glacel Lubrin-Zabat, Category Manager Major Appliances, LG Electronics comments: "The home appliance categories are experiencing a period of growth and LG is focused on growing its market share in these categories. Laundry in particular is of significant importance to LG and the launch of this marketing campaign reflects our commitment to the category.
"The broad scope of the campaign extends beyond LG's traditional communication channels and enables us to reach consumers through a range of integrated activity that continues LG's premium positioning. This additional word of mouth and online activity is a new marketing direction for LG Australia, especially in the laundry category, and we feel the campaign will position us as a major player in the home appliance industry," adds Ms Lubrin-Zabat.
All elements of the campaign focus on Steam Technology as the core message and highlight the Allergy Care function of the products. The Allergy Care technology has been approved by the National Asthma Council Australia's Sensitive Choice Program and has been proven to reduce common household allergens such as dust mites, pet dander and pollen by up to 99% by keeping a consistent level of temperature of up to 60 for ten minutes. This function helps mum protect her family from allergens and is a key focus point of the campaign.
"We know that there is limited understanding of the benefits of steam technology by consumers currently. This campaign is designed to introduce people to the technology and explain the ways in which steam washers can help families," adds Ms Lubrin-Zabat.
The media component of the marketing campaign will begin in August and run through to December, with the TVC appearing from Aug-Nov, online Aug-Oct and print activity commencing Aug- Dec. Word of Mouth will commence in Aug-Nov.
Credits: Creative - George Patterson Y&R, Media - Mindshare, Word of Mouth - The Word Of Mouth Company, PR - Burson-Marsteller.
For more information please visit the LG website at or call 1800 LG HELP (1800 544 357) for stockists.
About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units - Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world's leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1? and A Technology Partner of Formula 1?. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit
About LG Electronics Home Appliance Company
The LG Electronics Home Appliance Company is an innovator in the home appliance industry, dedicated to offering healthier and greener products, blending smart technology and trend-setting design and providing a complete solution for improving daily life. LG's insightful products, including refrigerators, washing machines, dishwashers, cooking appliances, vacuum cleaners, and built-in appliances, are designed to resonate with consumers around the world. LG's innovative technologies and convenient features, including the world's first interactive refrigerator, steam washing machine and combination oven and microwave, set new trends in the appliance industry, helping to establish LG as a global leader.
For further information, images or to organise an interview please contact:
Nicole Thurston, Burson-Marsteller
Tel: 02 9928 1584 (direct)
Mob: 0401 677 178
Fax: 02 9928 1557
Nea Pilgrim, Burson-Marsteller
Tel: 02 9928 1524 (direct)
Mob: 0431 091 391
Fax: 02 9928 1557
Distributed on behalf of LG Electronics Australia Pty Ltd
2 Wonderland Drive, Eastern Creek NSW 2766
Phone: (02) 8805 4000