LG takes to outdoor with round-the-clock cooling

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | May 31, 2010
As part of its new outdoor campaign, the South Korean brand has created a clock mechanism on hoardings

Consumer appliance giant LG has used an innovative device to connect with its TG out-of-home.

As part of its new outdoor campaign, the South Korean brand has created a clock mechanism on hoardings. The life-size clock has fresh fruits and vegetables in place of numbers and cut-outs of two ladyfingers as the hands. The copy reads: Enjoy health every moment. The innovation has been done across multiple locations in Delhi, Mumbai, Hyderabad and Bengaluru.

This campaign is designed to promote LG's new Green Ion Door cooling system, which can maintain hygiene inside the refrigerator, as well as the freshness of food, up to 2.5 times longer than in refrigerators with standard features.

While the two-month-long campaign, ending in the first week of July, is ideated by Y&R, the execution has been done by LG Ad in association with OMI. The company has refrained from using any other outdoor formats, besides hoardings, for this campaign.

Speaking on the increased use of outdoor by consumer appliance brands, Rajiv Jain, business head, consumer appliance, LG India, tells afaqs!, "The role of outdoor has changed in the past two years; earlier, FMCG brands used the medium more often. We have used outdoor this time to connect with our TG at the right touch points."

Jain claims that while LG's home appliance category has grown by 42 per cent from last year, the refrigerator segment has grown by 50 per cent.

For the record, this year, the company plans to invest Rs 350-400 crore in its Indian manufacturing plants. With the objective of promoting the health factor, the brand will spend Rs 50 crore on advertising and marketing activities.

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