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Challenge

Flat-panel TV (FPTV) is a hugely cluttered and competitive category, and one in which individual models and brands struggle to be different in a sea of "sameness". They compete on perceived quality and technical specifications inevitably resulting in confusion for consumers. In addition, LG is outspent by a factor of 3:1 by competitors such as Sony and Samsung, making stand-out that much harder to achieve. 

LG developed a product which, whilst able to compete on technical specs, would demonstrate LG's reputation for stylish design and appeal to people on a deeper, more aesthetic level.  This differentiated product demanded a differentiated approach to communications. The additional task we faced was to make the international strategy relevant to a Dutch audience without losing the relevance to the global brand platform and adhering to cultural sensitivity.

Platform/Idea

The target audience was identified as Stylish Brand Followers described as ‘looking for premium things that enrich their experience and help them to live life to the fullest...refusing to compromise beauty for utility or form for function...' They own or intend to purchase such items to beautify their surroundings. "It changes how you look at yourself, and how your friends look at you."

In order to be true to the fashion/design elements of the product, the communications strategy had to be new, unique and engage consumers in a totally different way. The approach was therefore to launch Scarlet as a "new TV series" and not as a "new series of TVs".  This entailed a classic "tease & reveal" strategy with awareness and interest being built in this new TV show in the days and weeks building up to the reveal date of 30^th April where the revelation would be broadcast simultaneously across Europe and around the world.  

High profile Hollywood producer/director, David Nutter (Smallville, Band of Brothers, The Sopranos) was secured for the ‘TV series' and he selected Natassia Maltie as the ‘star' of the show. The media strategy was to mimic a TV station launching a new show. To make this international strategy relevant at a local level for the Dutch market, this was taken a step further by creating a new part in the series for local star Micky Hoogendijk. She would make her Hollywood breakthrough in Scarlet and was ready to tell the world of her success.

Consumer Journey

We filmed on set in Amsterdam and edited Micky in the international TV trailer to strengthen the credibility of her story. We also provided a script for Micky so she would be able to play her role in front of the press convincingly.

During the 10 days prior to the international ‘reveal', we built the momentum for "Scarlet the new hit series" that was about to be launched in the Netherlands. The goal was to get as much media attention as possible by using our PR network and Micky Hoogendijk's press contacts before announcing the real role Micky was playing in the LG promotion. 

A partnership with the largest Dutch TV Guide Veronica Magazine resulted in a non-branded advertising campaign announcing the start of the new hit TV series Scarlet, which was due to be broadcast on national television.

Campaign PR was kickstarted with Micky giving an exclusive interview to the largest national newspaper de Telegraaf, which ran a full page editorial about Micky's breakthrough in Hollywood.

On the same day, Dutch leading entertainment show RTL Boulevard had the TV scoop interviewing Micky about her Hollywood experience and showing the entire 30" commercial/trailer during the programme on prime time television. The news was also picked up by radio shows, newspapers, talk shows and TV guides creating massive free exposure.

Finally we sent Micky Hoogendijk to the international reveal moment in London with a camera crew. The reveal resulted in another round of publicity including RTL Boulevard.

Results

Results for this localised campaign were outstanding. More than two million people watched at least one of the TV items about Scarlet, four million people read about it in newspaper articles. An estimated 60% of the target audience was reached by the free publicity about Scarlet. The value of the media exposure tripled the original investment.

The campaign resulted in the Scarlet TV range selling out in The Netherlands in the weeks following the campaign, with retailers having to hastily reorder the product.