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LG stepped into the IT market in 1999, and aired its first brand campaign, ‘Inventive Thinking’, for LG Xnote in 2003. LG has entered the market now with its first tablet PC, part of the LG Fantasy Series
It was around eight years ago that consumer-durables major LG set foot in the world of IT with its computers, colour monitors and optical storage devices. Its first television commercial, ‘Inventive Thinking’, for the LG Xnote PCs, went on air as late as 2003 and was aired till 2005. The foray, however, failed to stir the market, which is highly dominated by HP, IBM and the likes.
This time around, LG has launched the Fantasy Series of notebooks, a high-tech variant of laptops, which it hopes will be a rage in the PC market. Launched under its brand, Xnote, this series has several technological innovations and is targeted predominantly at high flyers.
To announce the launch of this product, which claims to be on par with James Bond’s gadgets, LG has rolled out a multimedia campaign, which includes a television commercial.
| James at his notebook |
| A lady is constantly warning James that his life is in danger |
| An intruder creeps up James' office glass pane |
| The glass breaks, following which the intruder falls off |
Super: LG Xnote Fantasy |
Then he sees an intruder creeping up behind him on the glass walls, and the woman on the screen cautions him, “James! Your life is in danger!” He punches in some keys on his notebook. Poof! The intruder loses his balance and falls off, and Bond quips with panache, “Right now, life’s good.” The ad concludes with the LG logo and product shot.
The commercial has been launched with a double objective: first, to announce the launch of this new product and, second, to strengthen LG’s brand values in the IT brandscape and get rid of the ‘simply a consumer durable company’ image. This is also why the TVC has been given a high-tech and international feel.
Sanjib De, vice-president, Lowe, the agency that conceptualised the new commercial, says, “The biggest challenge for us was to say a lot in a limited time. The product comes with multiple features, and we had to portray each one in just 45 seconds.”
The TVC went on air early this month and will be aired for a period of two months, as long as the World Cup is on. Mohit Arora, creative director, Lowe, conceptualised the ‘James, the Spy’ idea for the communication. The film, which has been shot in Kuala Lumpur on a budget of Rs 60 lakh, was directed by Deepjoy of Still Running Productions.
Sandeep Tiwari, head, marketing, LG, reveals, “In our first attempt, we are looking forward to a simple and precise communication, talking about the looks, attributes and post-purchase aspects, including the look, feel and touch characteristics of the product.”
Southeast Asian countries such as Bangladesh, Sri Lanka, Nepal and Pakistan, and West Asia and Africa are some of the markets that are significant for LG and it’s likely that the same commercial will be aired later in all these places.
© 2007 agencyfaqs!