LG has launched an Ultra HD TV, which has been selling in retail shops in Hong Kong since mid September. The new TV model has four times the pixel resolution and comes with a minimum retail price tag of US$7,100 (HK$55,000).
The new campaign's tagline, “Hong Kong Life’s good”, adds to LG’s existing global marketing platform, “Life’s good”.
Rico Wong, assistant manager of brand marketing team with LG Electronics, told Campaign Asia-Pacific that ‘Life’s Good’ has been a long-running marketing platform globally, and the new campaign is geared toward local consumers.
Wong added that ”it is typical in many ad campaigns for TV products to drive excitement with dramatic visuals, but we made a big change from this time round, using more emotional appeal with local stories relating to Hong Kong people—to make them aware of many of the beautiful and interesting details around us, which one can see on an HD-quality LG TV.”
One challenge for the brand and its competitors is that currently no 4K TV broadcasting is available in Hong Kong, and it is not known when it may become available. The new product will be welcomed by audio-visual enthusiasts and trendsetters who like to show off their status with the latest electronic gadgets, and they're mostly males, according to the agency.
Stephen Chung, director of the agency, added that "Hong Kong consumers generally have good confidence in Korean appliance brands, and the new campaign features Hong Kong local insights, rather than like its competitors’ communications, which are mostly more product- and technical-driven."
Chung said the advertising platform asks "consumers to look deeper at things around them to explore their hidden beauties" (懂得細味，就會發現美). For example, one of the TVC spots shows an interesting bit of trivia about a street called Rednaxela Terrace in Central. If you look closely, "Rednaxela" is "Alexander" spelt backwards.
The campaign started on 23 September on a dedicated website, and the online camapaign is also on Yahoo and the Apply Daily website. There is also a game on Facebook, coupled with print ads and three TV spots that will be aired in October. In addtion there will be a product demonstration at New Town Plaza in Shatin. Mindshare is the media broker for the campaign.
Early this summer Sony debuted its its HD TV with a “Go4K” ad campaign in Hong Kong.
LG has also engaged Secret Tour Hong Kong for its second campaign which will be out in 2014.