New LG product to exploit TV, BTL spaces; category ad spend pegged at Rs 300 crore

At a press event held in Mumbai, LG unveiled its new ad films that are centred on its latest product offering, the Cinema 3D Smart TV. In all, there are nine TVCs that are slated to be broken during the ongoing Indian Premier League (IPL).

The communication has been specifically designed to showcase LG's new technology. The ads are short films addressing one specific product USP each - for instance, price, head position, hassle involved in recharging the battery of conventional 3D glasses, brightness, viewing angle and similar features. Additionally, a longer film that speaks about the features and benefits of LG's smart TV is also a part of the pack.

LG Ads, LG's global advertising agency, has worked on these ads. Based in Korea, the agency is LG's sister concern. All the ads have been made and shot in Korea and have been adapted -- in terms of editing and on-screen supers -- for the Indian market. LG will use an international creative for the Indian market after a long time and starting now, LG Ads will produce creatives for LG's Indian market.

Soon Kwon, managing director, LG Electronics India and Southwest Asia, shared, "Our strategy is to attain the No. 1 position in LED with 40 per cent market share and to create a boom in the 3D TV market with 50 per cent market share."

Gupta informs that television and BTL (below the line) are the two pillars of communication for the new product. "Our BTL communication will include nicely designed display areas and product demonstrations as the effort is mainly to have consumers experience the product themselves," says Gupta. Touch-points will be zones where the core consumers of the 3D TV are present in large numbers, including malls and LG showrooms.

"This will serve to increase curiosity around the product and communicate product benefits," Gupta adds. For now, about 20 cities (top Indian metros) have been selected for brand activation. However, down the line, the area will expand to include other regions as well.

Will there be innovations on the digital space? Gupta answers, "We don't need to do innovations on digital; we just need to get the news across. We're working on a digital plan that will deliver the news that the next generation of TV is here. We'll also use social media as people respond very well on this platform and it's where we can generate great conversations. So display advertising on the internet is part of the plan."

As far as consumer insights and research prior to creating the TVCs go, the creative team drew on specific 'pain points', that is, barriers to adopting the 3D TV experience. These include discomfort while using conventional 3D glasses, poor image quality/flickering, hassle of re-charging the battery of conventional 3D glasses and brightness-related issues, amongst others. These 'pain points' were analysed and the communication was designed to convey how the product overcomes each one of these barriers.

Another consumer insight used was that there is inadequate 3D content available for consumers to enjoy. Thus, this product makes it possible for TV viewers to watch regular broadcast content in 3D.

The TG (target group) continues to be the discerning, uncompromising consumer - the affluent city dweller who refuses to compromise on facets such as quality, technology and style when it comes to buying TVs. Gupta highlights how the age of the TG stretches from the youth to those beyond their 40s because the former are informed about the advanced technology offered by the brand in the TV category and the latter possesses the funds and desire to purchase it.

Sales of this new product have been satisfactory in the Korean market and the team now has high hopes for the Indian market. Gupta foresees more '2D to 3D conversions' on the part of consumers. "For many, a 3D TV is not just a luxury product; rather people are increasingly seeing it as 'the done thing'. So we're hoping the top level of the country will take to it in a big way," he said.

He added that though the 3D TV category has not fully permeated into Indian TV viewing habits yet, it is products like these and HD (high definition) services that will help facilitate the same.