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  • Updated
  • 01-05-2012


F1™ COMPETITIONSlough, UK, 1 May 2012 – LG Electronics (LG), a global leader in consumer electronics, has launched a £10m integrated campaign to showcase its new premium 2012 home entertainment range, through the activation of the brand’s Global Partnership with Formula 1TM.

The campaign targets style conscious consumers, educating audiences on LG’s latest line-up that incorporates both Cinema 3D and Smart TV, together with a stunning Cinema Screen design, to deliver the next generation in home entertainment.The multi-channel campaign includes cinema, print and online advertising along with PR.  Additional campaign elements include an influencer engagement program targeting online technology and design opinion leaders with a series of events that bring the latest products to life.

Print and online advertising, along with social media engagement, offers consumers the chance to win the ultimate Formula 1TM experience. Integration of innovative Blippar mobile augmented reality technology brings that experience to life for consumers, with exclusive 3D content available when people blip the ad.

George Mead, Head of Consumer Marketing, LG UK Home Entertainment, comments: “We feel incredibly passionate about our 2012 product range and believe that we have a very powerful offer for consumers; combining the best in cutting edge technology and a revolutionary new design line. Our marketing strategy reflects that and we’re employing new and innovative tactics to engage our core consumer audience. ”


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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 93,000 people working in over 120 operations around the world. With 2010 global sales of KRW 55.8 trillion (USD 48.2 billion), LG comprises four business units – Home Entertainment, Mobile Communications, Home Appliance, and Air Conditioning & Energy Solutions. LG is one of the world’s leading producers of flat panel TVs, mobile devices, air conditioners, washing machines and refrigerators. LG has signed a long-term agreement to become both a Global Partner 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 Entertainment Company

The LG Electronics Home Entertainment Company is a top global player in flat panel displays, audio players, video products, monitors, commercial displays and security systems for the consumer and commercial markets. LG's product areas include LCD and plasma televisions, LED LCD monitors, home cinema systems, Blu-ray Disc™ players, audio components, video players and plasma display panels. While focusing on creating feature-rich devices, the company is also pursuing stylish designs and pushing technological boundaries to improve the home entertainment experience.Media Contacts:


Danielle McGleenan/Aimee Rowe-Best
+44 (0)20 7413 3000

The F1 FORMULA 1 logo, F1, FORMULA 1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX and related marks are trademarks of Formula One Licensing BV, a Formula One group company. All rights reserved.