LG has announced plans to launch a £6 million marketing campaign in the UK focused on tackling the confusion among some consumers about 3D technology.
The campaign includes TV and press adverts, along with an “experiential tour” of shopping centres, dedicated Facebook activity, an online interactive Q&A and a new cinema advert, marking LG’s first foray onto the silver screen.
As an approved 3D TV partner to Sky’s new 3D channel, LG has so far enabled more than one million customers to experience 3D sport in pubs and bars across the UK.
LG, the only manufacturer to offer both passive and active 3D TV formats, is launching its latest campaign under the slogan: “Bringing the magic of 3D into your living room.”
The nationwide experiential activity will bring the ‘Life’s Good Lounge’ to cinemas and shopping centres, starting at London’s Westfield complex. Consumers will be able to experience how 3D TV could feel in their living room, including a family-sized sofa, popcorn, 3D gaming and the Sky 3D channel.
LG Home Entertainment head of marketing Stephen Gater said: “Our unique partnership with Sky has helped solidify LG’s position at the forefront of 3D consumer technology.
“Millions of people have now enjoyed a 3D experience in the cinema. Working with Sky, we have now brought 3D to life to around a million people in pubs across the country. The next step and the aim of this new integrated campaign is to help people bring the magic of 3D into their homes.”
The campaign will also feature a 3D cinema advert to show film-lovers how the 3D experience can be recreated in their living rooms. Directed by The IT Crowd star Richard Ayoade and created by Mindshare, the ad will be shown before screenings of Tron Legacy and the newChronicles of Narnia film, starting on December 9.
Television and print ads featuring comedy duo Tim Key and Lloyd Wolf will focus on the common concerns about purchasing a 3D TV, using verbal and visual illustrations. LG will also interact with the online community via a dedicated Facebook page.
“We recognise that technology has evolved at an astonishing rate over recent years and that some consumers are overwhelmed by the choice and variety now available,” said Gater.
“LG is committed to empowering consumers to not only make the right purchasing decision for them, but to also understand and enjoy new technology. This campaign is our chance to really shout about being Sky’s first choice for 3D TVs, whilst also explaining to the public what that means to them.
“LG is fully committed to 3D technology and this investment will carry forward into 2011, when we will continue to educate consumers on the benefits of 3D technology and the wide range of products available.”
Last December, the South Korean firm set itself the ambitious target of selling 400,000 3D-ready TV sets around the world by the end of 2010 as it aims to dominate the nascent market.
By Andrew Laughlin, Technology Reporter