competition - LG upgrades marketing campaign

LG Upgrades Marketing Campaign
Brittany Barnes
October 30, 2007

Consumer electronics producer LG has launched its new marketing campaign with the theme of encouraging consumers to upgrade their current appliances. The Upgrade Campaign is constructed to inspire consumers to give up their old appliances and purchase new ones from LG. The first phase of the two-month, $20 million campaign consists of various commercials, produced in high-definition, that feature comedic fantasies of consumers getting rid of old home appliances in order to upgrade to one of LG’s latest products. The campaign’s aim is to distinguish LG’s products from standard appliances. One commercial features a woman imagining pushing her current washing machine off a diving board into the deep end of a pool so she can get the new LG SteamWasher. Going along with the theme, the commercials will feature slogans such as, “The only thing standing between you and your new LG appliances are your old appliances.”The first of the commercials aired during ABC’s “Dancing with the Stars” on Monday and will expand to other networks throughout the following month. Print pieces, online, viral and event marketing are also included in the campaign.

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