LG shows off flat panels in Brazil clothing shops

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[Buenos Aires, Argentina] BBDO Argentina has installed LG Electronics' Flatron flat-panel computer monitors in higher-end clothes shop windows in Buenos Aires, an effort to set LG products apart for their crisp image and appealing design. The monitors project images of shoes, shirts and other apparel alongside real clothes. A phrase inscribed on the shop window reads, "Las Pepas shoes look just as good on you as on an LG monitor."

LG positioned the monitors in the upscale chains of shoe designer Las Pepas and clothing designer Christian Lacroix, on posh shopping streets and in big shopping malls. There are also print and outdoor ads. Previously LG exhibited Flatron mostly in computer and electronics-goods stores, the main marketing battleground for monitors that can be overly crowded with brands such as Philips, Samsung and Sony.

"In retail windows there is a lot of information, and the products don't stand out. This can create a lot of confusion," said Laura Antebi, marketing manager, LG Electronics Argentina. "It is better to show them in places where they are not expected, to create a surprise."

It also reveals a key feature of the monitors that LG wants to hype: the pleasing design. "That is what we want to show off most in our marketing," she said.

The placement, too, is a way to get "closer to the consumer" and associate the brand with fashion and trends, said Pablo Abadie, director of 361ø, a branding specialist in the BBDO Argentina group that created the effort.

Pleased with the exhibition, LG is considering expanding it to other countries, Ms. Antebi said.

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