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LG’s Scarlet makes a sparkle entrance in Beirut

Lebanon: Wednesday, August 20 - 2008 @ 13:45

The high-profile red carpet event was attended by all LG dealers in the country. It was an opportunity to reward the most active among them.

Mr. Selim Antaki, chairman of Brothers Electronics, welcomed the dealers and praised their collaboration which established LG as the absolute leader in the Lebanese market.

At the glittering event, themed “Enchanted Scarlet”, the sleek Scarlet LCD television was revealed in a dramatic manner during an amazing magical show. Every detail, from the astonishing decoration and the astounding sound and light effects to the warmth of the hospitality created a huge buzz among the guests who had gathered to know more about LG’s latest development.

This Lebanon event, which forms part of a worldwide marketing campaign led by high-profile TV series director David Nutter, followed earlier events in Los Angeles, London, Istanbul, Amman and Damascus that drew celebrities for a mock premiere event to reveal the secret of “Scarlet, The Hit New TV Series,” which had been promoted through broadcast and online trailers.

At the event, however, surprised guests learned that the premiere was actually for LG’s new Full HD LCD TV, Scarlet, and that LG had cleverly manipulated the meaning of “TV series” in order to increase interest and impact.

“Brand marketing now is all about creating a story in which a brand communicates with consumers. Strengthening consumers’ emotional attachment to that brand is the key to long-term success,” said Mr. Paul Choi, General Manager in Levant for TV & AV.

This LGE’s new promotional strategy grew from its initial belief that it would have to customize the product to their users.

With the Scarlet TV set already possessing its own unique charm, from its incredible slimness to red-coloured back, cutting-edge technology and sleek look and feel, LG’s challenge was to find the right way to bring the TV to life.

The answer was Natassia “Scarlet” Malthe, whom LG and Nutter felt was the exact personification of the Scarlet TV’s qualities: dazzling, exciting, intelligent and extraordinary.

From his end, Richard Richa, TV & AV Product Manager added: “The world-leading capacities of the Scarlet TV coupled with its invisible speakers customized for the LG60 by golden-eared Mr. Mark Levinson surely makes this series illustrious. It is our intention to give the local market the benefit of putting this creation in their houses, as it will most definitely enhance their TV viewing experience on so many levels.”

In working with Natassia Malthe, a former Norwegian / Malaysian model and a well-known Hollywood actress, LG and David Nutter, the high-profile TV director of shows such as The X-Files, Dark Angel and Smallville in addition to the Scarlet trailers, planned an engrossing story with an intricate plot.

Now identified with the company’s new, unique-looking Scarlet LCD TV, the model/actress basked in the media glow secretly created by LG, which has helped elevate her career to new levels.

This process involved no small amount of real-life excitement as well, as Natassia lived the role of Scarlet for almost six months in a series of advertisements, interviews and public appearances.

Instead of just putting TV sets out on the market, the LG brand has learned to involve a global audience in a fun, exciting experience that is about more than just a product.

This is the secret behind the Scarlet campaign, and the strategy for building and maintaining a winning brand in the future.

After revealing Scarlet’s secret, LG made another announcement: that the company would have a next phase of the Scarlet TV series campaign, with more to come. So the story behind this hit TV series is, as they say in the industry, “to be continued.”

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Wednesday, August 20- 2008 @ 13:45 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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