Today, it`s almost standard practice to do Internet research before visiting a retail outlet to make a purchase. In addition, as sleek flat-screen TVs increasingly become synonymous with style, fashion-focused consumers are now just as interested in finding product information and technical specifications.
To address this trend, LG recently launched fashion-focused product Web sites in five European countries including the UK, France and Italy, called microsites.
LG will also run a number of online banner advertisements on fashion-related and product review sites, as well as employ keyword advertisement strategies to target this emerging group. All of these activities fall under the company`s "Watch in Style" theme.
"We wanted to actively reach out to European Internet users, and feel our online marketing activities allow us to more effectively do that," said Simon Kang, head of Digital Display Company, LG Electronics. "Our newly-launched design-focused TVs are aimed at the fashion-conscious. That`s why our microsites have exclusive high-profile fashion content from Vogue and GQ."
The microsites are scheduled to run through the end of this year. LG`s microsites consist of two parts: LG Entertainment and LG Living Room. LG partnered with fashion magazine Vogue for exclusive content for the style-conscious on the Entertainment side. For example, LG will post video clips featuring the hottest new European designers from last month`s London Fashion Week. The clips are about five minutes long and offer exclusive interviews and images.
Designers include the UK`s Doreen Queen and Angela Belle of cashmere brand Queen and Belle; Italy`s Martino Gamper; the UK`s Noelle Reno of label Degrees of Freedom; and many others. LG also partnered with London Fashion Week to provide catwalk footage on the microsites.
LG didn`t forget stylish men, as they are also partnering with GQ to provide information on luxury goods, luxury resorts and more. This content can be found in the "Finer Things in Life" area.
The second section of the microsite, LG Living Room, allows users to experience its new TVs in a virtual living room. Based on needs and preferences as indicated by site visitors, LG will help provide a selection of TVs that fit their needs.
In order to promote LG`s Freeview playback TVs on its microsites, LG is also reaching out to sports fans by posting video clips of various European league highlights and player interviews. Some of the matches include Serie A, Bundasliga, Euro 2008 Qualifiers and UEFA Cup Group stage. The clips will be about eight minutes long, and will be updated every week.
"LG`s Freeview Playback TVs are perfect for watching sports, as fans can pause and rewind live TV. They won`t miss a minute of the game," added Kang.
The addresses for LG`s European microsites are:
UK: http://uk.lge.com/HDTV/lglivingroom.html
France: http://fr.lge.com/HDTV/lglivingroom.html
Germany: http://de.lge.com/HDTV/lglivingroom.html
Italy: http://it.lge.com/HDTV/lglivingroom.html
Spain: http://es.lge.com/HDTV/lglivingroom.html
Share
LG Electronics (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82 000 people working in over 110 operations, including 81 subsidiaries around the world. Comprising four business units - Mobile Communications, Digital Appliance, Digital Display and Digital Media, with 2006 global sales of US$38.5 billion - LG Electronics is the world`s largest producer of CDMA handsets, air conditioners, optical storage products and DVD players. For more information, please visit www.lge.com.
LG Electronics Digital Display Company
LG Electronics Digital Display Company provides core technologies for cutting-edge digital products and is a world leader in digital display products, including plasma TVs, LCD TVs and monitors, and HDTV (high-definition televisions).
Editorial contacts