LG 2011 Annual Report Download - page 35

LG World Record Campaign
The World Record campaign
recognizes those LG products
that feature World First and World
Best technology, further building
the story of LG as a world leading
technology pioneer. Products are
chosen based on one of three
criteria: first to introduce a new
technology, at least one superior
product spec versus competitors,
or unique position or accreditation
by an external organization.
Beginning from LG Cinema
Screen 3D TV with the narrowest
bezel and LTE Smartphones
with the most numbers of LTE
essential patents, look for the
most innovative products to
receive this special designation in
the coming years.
K-Pop Sponsorship
Music fans were not “Sorry,
Sorry” last November when LG
began working with the groups
Super Junior and f(x) who are
playing big roles of spread on
Korea Wave with their songs.
LG’s sponsorship and promotion
of K-Pop and Korea Wave is
already inspiring legions of fans
in Asia and around the world.
This past year we sponsored the
‘SM Town concert’ that all K-Pop
stars performed in New York City,
brought LGE’s innovative products
experience to ‘MoA (M live Most
Amazing)’ concerts in various
East Asian Countries, in addition
ran numerous ticket promotions,
and brought added value to
fans through Facebook with an
interactive film featuring Super
Junior as brand endorsers.
Cinema Screen TV Marketing
We began our effort to reach premium
customers with ties to celebrities
and governments in key markets.
In Hollywood, LG hold ‘techorator*
marketing’ that offered decorating
service for a power blogger’s house
collaborating celebrity interior
consultant. The Experience Zone also
made an appearance at the Dubai
World Cup horse racing event, and we
helped the government in Kazakhstan
with a campaign meant to convert
consumers in that market to digital TV
standards.
The Dubai World Cup was not the
only sports event to be enhanced with
Cinema Screen 3D TV excitement.
Basketball fans in the US felt it first-
hand with Experience Zones during the
NCAA March Madness tournament,
along with co-promotions with the
leading retailer Best Buy. We invited the
press, retailers and influencers of soccer
in Germany to our product launching
soccer parties in stadiums across the
country.
Sports fans aren’t the only ones who
got to experience the thrill. Cinema
Screen 3D TV is a video gamer’s
dream come true. LG is willing to take
center stage at major game festivals in
nine countries, and to be an exhibition
sponsor at Germany’s Gamescon in
August and Russia’s Igromir in October.
And we installed Cinema Screen 3D TV
in sports pubs for Euro Cup broadcasts
throughout Russia—and inspired fans to
cheer on their team like never before!
The LG Brand is more than the products we sell. It is brand
based on adding value to consumers’ lives every single
day. It is that same spirit that forms the core of our many
marketing efforts. Campaigns meant not merely to inform
consumers—but to inspire them to enjoy life more.
MARKETING CAMPAIGN & ACTIVITY
Adding
value to
consumers’
lives
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LG World Record Campaign
Emblem showcases the company’s
product leadership
Performance of Korea’s popular
idol group, Super Junior and f(x)
who are leading the Korea Wave
Cinema Screen TV marketing
through a range of consumer
experiences
*
Techorator: It’s a mix of Technology & Decorator.
Design consultant who offers counseling of
harmony between new electronic products and
consumer’s house interior.