LG: Life is Good

LG has done it again, impressed us beyond belief! The consumer electronics brand is living up to its high-class reputation by sponsoring London Fashion Week, celebrating the catwalk with a swanky champagne party at the Mayfair Hotel.

It was only a few months ago we were sipping champagne with the crew from LG and a host of celebrities at the launch of its new television range:  Scarlet.

LG has been pushing its technology and design innovations in the flatpanel TV business for more than a decade and the company is now taking that innovative approach to its global advertising and communications. It has made moves in the last year to rival the more upmarket electronics names such as Sony, rather than competing with the mid-market businesses within its sector.

Kwan-Sup Lee, vice president of brand marketing at LG Electronics said that the brand had changed the rules of the game earlier this year in a bid to make headway against some of its major competitors. The strategy was risky – LG advertised the launch of a new television series earlier this year which actually turned out to be a campaign for the Scarlet LCD TV. The prank could have backfired but the company claims to have been pleased with the column inches generated by the story.

The LG party for Fashion Week oozed glamour and the way the TVs were shown around the room made the brand simply blend with its surroundings in a subtle way. It was a good demonstration of how to do sponsorship with style. Thank you also to LG because one lucky member of the Brand Strategy team won a TV in a competition at the event; this may account for the positive feelings towards the brand today……!