LG Electronics (LG) announced the launch of their newest LCD TV, the LG60 – also known as ‘Scarlet’ – following a three-month teaser campaign promoting a new TV series. A Hollywood-style approach was used for the a product launch by creating the character of Scarlet. Leading up to the official reveal on April 28, a teaser campaign ran globally promoting the idea that ‘Scarlet: a hit new TV series’ was a secret project from director/producer David Nutter and starring an up and coming actress, Natassia Malthe.
Sadly, the pieces for post launch weren't proofed very well or had a fundamental lack of understanding of the correct use of apostrophes and the possessive tense. "The Hot New Series of TV's". Um, TV's what? Tsk, Tsk. Unfortunately, this line shows up in nearly every piece of print, poster, digital, etc. in this global campaign. Oops.
‘Scarlet’ has gained notoriety in entertainment circles over the past months as the Scarlet persona was slowly seeded throughout the community via traditional and online PR and social networking, with sneak previews and gossip from the TV show and about its stars, all the while building momentum and creating interest around ‘Scarlet’ and Natassia.
“Brand marketing now is all about a having a ‘story’ in which a brand communicates with consumers,” added KS Lee, “Strengthening consumers’ emotional attachment to that brand is the key to long-term success.”
The name ‘Scarlet’ was inspired by the design of the LG60 and the red hue of the casing. From a side profile, the TV’s silhouette flows like a red dress. Scarlet’s character also reflects everything that the LG60 is. She is intelligent; she is dazzling; she is extraordinary; she is exciting; and she will change the way you view TV, forever.
The exceptional twist gives the campaign several industry firsts, including the first time Hollywood has been involved in a marketing campaign like this – actually creating the premise of new entertainment rather than placing products in existing content. It goes beyond the usual conventions of advertising within the consumer electronics market and uniquely addresses a savvy, time-starved audience.
The campaign includes extensive use of PR, digital, TV and cinema advertising, print, OOH, and social networking through a top-secret pre-reveal and post-reveal phase. Digital and social networking included pre-reveal (www.scarletseries.tv) and post-reveal websites (www.LGScarlet.tv), viral videos, downloads, IM icons, Facebook and MySpace presence, actor blogs and web videos, rounding out the 360-degree solution.
Chan Suh, CEO of Agency.com, said, “The launch of ‘Scarlet’ is more than an integrated campaign; it is a connected campaign. It was made possible by an innovative client who saw the value in working in an unconventional way. The team of individuals and agencies worked in unison despite multiple continents, time zones and languages separating them. The result is a campaign that is truly a unique and holistic marketing solution and one-of-a-kind”.
The multi-platform, multi-language, global campaign is a result of a connected agency model, led by Agency.com and partner agencies including TEQUILA\London, branded entertainment agency, Stream, and Premier public relations.