LG Boosts Premium Line With Biggest U.S. Marketing Effort Yet

By Published on .

Most Popular
Advertising Age Player

LG is giving the star treatment to its new high-end LG Signature brand. The Korean electronics brand, which maintains a U.S. headquarters in Englewood Cliffs, N.J., is promoting the line with a series of marketing events, digital episodes and print and TV ads. First introduced earlier this year and now available to consumers, the Signature line, which includes a TV, refrigerator, washer and air purifier, is priced between 10% and 40% higher than the brand's mass products.

"We definitely serve the mass premium consumer, but incrementally, above that there is a consumer segment for the ultra premium," said David VanderWaal, VP of marketing for home appliances and home entertainment products at LG Electronics USA. "LG Signature is designed to serve our cutting-edge technology and world-class, deep attention to detail for that most discerning customer."

The brand plans to add more items, like a dishwasher and cooking range, to the collection in the near future.

The effort will be the brand's most expensive single marketing campaign in the U.S. to date, including the spending on media, PR and events, according to Mr. VanderWaal.

LG spent $160.3 million on measured media in the U.S. last year, according to Ad Age's Datacenter. North America accounts for $14.5 billion, or 29%, of the company's worldwide sales. Last year, the company ran its first Super Bowl ad.

A 60-second commercial that debuted Oct. 1 highlights the sleek and modern design aesthetic of the new products by juxtaposing them with architectural masterpieces in Paris, New York, Stuttgart and London as violin music plays in the background. "All great things are alike," on-screen text reads. "They are built on the essence. The art of essence." The spot will also run in a 30-second format.

LG on Wednesday will open a 1,000-square-foot gallery, structured as a freestanding house with LED panels that appear transparent, for five days at New York City's Rockefeller Plaza tourist destination. Inside the gallery, consumers can see the Signature products and watch brand videos. The 18-foot-tall activation will travel to Dallas and Los Angeles in November and December.

The electronics brand is also running a series of digital videos with trendsetters from the design, restaurant and food industries.

Though the campaign will run some ads timed to the holidays, the chief objective of the effort is to boost awareness of the new collection rather than offer promotional deals, Mr. VanderWaal said.

LG worked with Naked Communications on the digital side, Ogilvy Public Relations worked on PR, and LG's internal agency HS Ad handled TV and print advertising. Though LG appointed Horizon Media its media agency of record over the summer, Havas handled media duties for this campaign. LG Signature kicked off before Horizon joined the brand, according to a spokeswoman.