LG keeps it local and fresh
South Africa, 12 October 2010 – LG Electronics, a global leader and technology innovator in home entertainment, has partnered with popular 5FM radio personality, philanthropist and club Disk Jockey - DJ Fresh, to launch its latest ARX8000 AV receiver system which is specifically designed for the South African market.
With the product primarily targeted at the affluent black market, DJ Fresh is certainly the most identifiable personality for the LG ARX 8000 AV receiver system, as he possesses a huge following among this audience and shares similar life experiences with this segment in our community. The association encompasses the use of DJ fresh as the brand ambassador of the AV system over the following three months, to assist in driving the product and brand messages to the intended target market.
“With the introduction of the ARX 8000, LG Electronics have undertaken a decision to use a local personality as the image of the campaign, which ensures that the specific South African relevance of the product is maintained from its technical requirements during manufacturing to the marketing thereof,” says Dr. Michelle Potgieter, Corporate Marketing and Communications Director at LG Electronics.
In today’s marketing and branding environment, innovative brands are using celebrity endorsements to create brand preference and appeal among its target market. This is has proven to be influential only when a relevant connection is established between the product, target market and the ambassador, as it allows brands to tap into the large fans base of the endorser which enhances the brand’s favourability and facilitates instant recall. Such is the case with this campaign.
“When I was approached by LG Electronics to be the brand ambassador of the ARX 8000 AV Receiver system, I saw it as the perfect positioning for my public image and that of my fans, the brand ethos reflected through its style and reliability constitutes a core element of my lifestyle”, says DJ Fresh.
The LG AV Receiver system features a stylish glossy black design and boasts 800 watt, 5.2 channel surround sound speakers. The horn compression tweeter increases power output by 50% compared to a normal driver while the dual subwoofers, which allows for a more intense bass output, resulting in an extreme listening experience. Consumers can also choose between a system featuring an HDMI DVD or a Blu-Ray player.
A competition to find a local name for the new product is part of this campaign. The campaign starts today and will see DJ Fresh featuring in marketing activities as well as endorsing the competition element of the campaign, known as “name it, claim it”. In terms of the “name it, claim it” part of the campaign, participants are required to suggest a truly South African name for the product by sending an SMS to 41860 with their name suggestion. Phase two of the “name it, claim it” competition will involve the public voting for the best name from a shortlist. The person who’s proposed product name is selected will win LG products to the value of R50 000 as well the new ARX 8000 AV Receiver system.
Five voters also stand a chance to win an ARX 8000 AV Receiver in the process.