LG Uses Families To Spruik Its OELD TV
LG Australia has teamed up with Tonic the Agency to launch a new campaign for its OLED TV series featuring testimonials from four Aussie families who own one.
According to LG’s marketing manager for home entertainment, Grant Vandenberg, all participants featured in its ‘Love my OLED’ campaign are actual buyers of the TV, and were not incentivised in any way for providing honest and unscripted feedback.
“With ‘Love my OLED’, we wanted the consumer to tell the story for us,” he said.
“These are 100 per cent authentic testimonials and because it features real people, the ads avoid the jargon typically associated with how manufacturers sell TVs.
“When you’re purchasing a $4,000 TV for the home, it’s rarely a decision made in isolation by one person. So we wanted to dig a little deeper into what different family members were looking for as part of the buying process, and what features they think are really important. We certainly got that.”
The new TV technology already been adopted by more than 20,000 Australian homes in the last 12 months.
CREDITS
Client: LG Electronics, Australia
Marketing manager, home entertainment: Grant Vandenberg
Agency: Tonic The Agency
Creative director: Alan Crowne
Senior art director: Melba Gounas
Account manager: Simon Payten
Production company: Alexander Thomas Media Co
Director: Matias Bolla
Producer: Marcel Varnel
Editors: James Medlam and Matias Bolla
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