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  • Updated
  • 30/09/2008

- New Marketing Campaign: No Longer is the Mouse the Quietest in the House -

Sydney, 30 September 2008: Loved-up mice in fluffy slippers star in LG Electronics' latest Air Conditioning marketing campaign to launch the new low noise Deluxe Split Inverter Air Conditioning range.

Launched on the 28 September, just in time for summer, the campaign playfully magnifies the technology that allows unrestricted airflow on the indoor unit of these air conditioners - which makes these indoor units much quieter at 20dB(A)* in sleep mode. The campaign cleverly illustrates this by stating that 'no longer is the mouse the quietest in the house'.

The new range of quiet air conditioners includes the following models across the Deluxe Split Inverter and ARTCOOL range: S09AWN-4, S12AWN-4, C09AWR-2 and C12AWR-2. Bringing the concept to life is an integrated creative campaign developed by George Patterson Y&R. The campaign will be across television, online and in-store point of sale and stars two mice that were previously able to scatter about the house undetected due to the distracting noise of the big, old air conditioner. However, things have changed since the installation of the new LG Deluxe Split Inverter Air Conditioner - now every screech can be heard and no longer are they the quietest thing in the house.

The TVC runs from 28 September to January 2009 and supporting in-store promotional activity begins October.

Irena Stojceska, Category Manager of Air Conditioning, Cooking and Floorcare LG Electronics explains that the new campaign was designed to strengthen LG's position in the Air Conditioning category and demonstrate the key feature of the new range in a fresh and compelling way that connects with consumers.

“When developing the creative direction for the campaign, we recognised the role that low noise levels play in consumer purchase decisions. People are looking for air conditioning units that cool their homes quietly and efficiently, and it was important for us to communicate this product benefit.

“The new low noise technology featured in the range is an innovative development by LG and a significant breakthrough for the Air Conditioning category, ” adds Ms Stojceska. Please note that the talented LG mice featured in the TVC are now enjoying retirement and amusing school groups and birthday parties at a petting zoo south of Brisbane. For more information on the new Deluxe Split Inverter and ARTCOOL Split Inverter Air Conditioning range please visit the LG website at or call 1800 LG HELP (1800 544 375) for stockists.


About LG Electronics Global
LG Electronics (KSE: 06657.KS) is a global leader in providing cutting-edge, convergent electronics, information and communications products designed to meet the diverse needs of fastchanging consumers. With consolidated sales of US$37.7 billion and overseas sales of US$ 32.6 billion (86% of total sales), LG Electronics employs more than 70,000 employees in 76 subsidiaries located in 39 countries and operates four business units including Mobile Communications, Digital Appliance, Digital Display and Digital Media.

For further information, images or to organise an interview please contact:

Nea Pilgrim, Burson-Marsteller
Tel: 02 9928 1524 (direct)
Mob: 0430 091 391
Fax: 02 9928 1557

Victoria Costello, Burson-Marsteller
Tel: 02 9928 1508(direct)
Mob: 0415 856 703
Fax: 02 9928 1557

Distributed on behalf of LG Electronics Australia Pty Ltd.
2 Wonderland Drive, Eastern Creek NSW 2766.
Phone: (02) 8805 4000

*Measured in accordance with Korean Standard KSC9306. Indoor unit sound levels are determined in an anechoic chamber at a distance of 1 metre from the front of the unit by sound pressure.