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  • Updated
  • 14-05-2010

London, UK, 14 May, 2010 – This week LG Electronics launches a new digital campaign searching for the UK’s best Home Entertainment Heroes. Ahead of the much anticipated sporting events of the summer, the competition will see contenders from across the country submit videos and imagery via the LG website to prove that they are the best match-day host.


Further bringing to life its Life’s Good proposition, the LG Home Entertainment Hero ( entrants will be competing each month to win the ultimate home entertainment kit from LG, including a state of the art 3D TV and 3D Blu-ray player. Whilst having the ultimate home entertainment set-up will ensure a great picture and sound quality for the big match, LG recognises the all important hosting details that complete the match-day experience and seek to reward those fans who have created something really special.


The advertising campaign comprises of full day take-overs of both the MSN and Hotmail homepages, along with online banners and word-of-mouth activity spanning across key websites such as Yahoo!, Sky Sport, The Sun and The Guardian. Advertising will drive the key audience of 25-35 year olds to the LG Home Entertainment Hero site where they can upload videos and imagery of their achievements, as well as share tips with other fans.


To further enhance the digital execution of this campaign, a viral will be released this week, following ‘Ben’ as he creates the ultimate atmosphere for him and his friends to enjoy the World Cup in.


The LG Home Entertainment Hero site also includes a ‘Hero’s Guide’ full of tips on to become the ultimate home entertainer and an interactive ‘Buyer’s Guide’ showcasing the latest LG home entertainment technology. Keen home entertainers will be able to create their own LG Home Entertainment Hero invitations to share with their online community too.


Steve Gater, Head of Marketing, Home Entertainment, LG UK, comments: “This summer’s hotly anticipated sporting events will see the whole nation glued to the edge of their seats watching the World Cup, Formula 1 and Wimbledon. We know how important that match-day setting is for watching your favourite teams perform. So, we wanted to reward those people who go the extra mile to create the ultimate viewing experience, which is what LG Home Entertainment is about. Reaching out to our audience online seemed the most natural way to engage them in the search and we can’t wait to see what people achieve!”


The website was developed by Saint@RKCR/Y&R, LG’s retained digital advertising agency.


For more information on LG’s search and how to get involved visit


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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 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2009 global sales of 55.5 trillion Korean Won (43.4 billion US Dollars), 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 Entertainment Company

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



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