When is a TV series not a TV series? When it's a series of TVs! OK, the joke may lose something in translation, but when you dupe the likes of Lindsey Lohan, Holly Willoughby and The Feeling (yes, THE FEELING!) into brushing down their glad rags and hitting the town for the look at the next Alias-a-like tele-show and then revealing that they're actually at the launch of LG’s latest gogglebox range, the guffaws come hard and fast.
Pitched as an action-adventure US TV show directed by David Nutter (X-Files, Smallville), ‘Scarlet’ is the tale of a secret agent/model/TV star type who’s got a big secret that seems to involve explosions and car chases. Hyped for aaaages, with its new found star – Natassia Malthe – becoming a ‘sleb’ in her own right, the soon to be aired pilot was hotly tipped for greatness. Cleverly seeded media attention and striking press, digital and poster executions made sure the audience was ready for the big reveal.
All, however, was not as it seemed. As exposed in a star studded bash in Hollywood on the 28th and London on the 30th of April, Scarlet was not a new show, rather the fetchingly coloured new range of HD TVs from LG. Complimenting this, the advertising updated to reveal the true star of Scarlet. Even the trailers made better sense, with phrases like ‘I want to put her in every home in the planet’ and ‘waddya mean she’s gonna change TV forever’, seemingly innocuous on the first viewing, brought the agency’s ruse into sharp focus (snazzy HD TV pun not intended).
Speaking of the campaign, Kwan-Sup Lee, VP, Brand Marketing of LG Electronics Digital Display Company said “Brand marketing now is all about a having a ‘story’ in which a brand communicates with consumers, strengthening consumers’ emotional attachment to that brand is the key to long-term success.”
Adding to this feeling of connection with the consumer, Chan Suh, CEO of Agency.com, said, “The launch of ‘Scarlet’ is more than an integrated campaign; it is a connected campaign. It was made possible by an innovative client who saw the value in working in an unconventional way. The team of individuals and agencies worked in unison despite multiple continents, time zones and languages separating them. The result is a campaign that is truly a unique and holistic marketing solution and one-of-a-kind”.
All in all, the campaign was enormous, encompassing extensive use of PR, digital, TV and cinema advertising, print, OOH and social networking through a top-secret pre-reveal and post-reveal phase. Digital and social networking included pre-reveal (www.scarletseries.tv) and post-reveal websites (www.LGScarlet.tv), viral videos, downloads, IM icons, Facebook and MySpace presence, actor blogs and web videos, rounding out the 360-degree solution. Phew!
As intrepid reporters, The Reel were looking fresh in whistles for the UK reveal, and the event certainly did have the feel of a large-scale launch. Upon the revelation (nicely accompanied by a spot of Carmina Burana), folks around the grand hall tittered with amusement, confirming KS Lee’s theory that the twist would ‘appeal to premium seekers who will appreciate … the unconventional campaign.”
The multi-platform, multi-language, global campaign was a result of a connected agency model, led by Agency.com and partner agencies including TEQUILA\London, branded entertainment agency, Stream, and Premier public relations. Also in from the inception, London based Production Company Great Guns produced the project out their new Bangkok office. Big thanks to our pals at The Media Foundry for getting us in and cocktailed up!
Pitched as an action-adventure US TV show directed by David Nutter (X-Files, Smallville), ‘Scarlet’ is the tale of a secret agent/model/TV star type who’s got a big secret that seems to involve explosions and car chases. Hyped for aaaages, with its new found star – Natassia Malthe – becoming a ‘sleb’ in her own right, the soon to be aired pilot was hotly tipped for greatness. Cleverly seeded media attention and striking press, digital and poster executions made sure the audience was ready for the big reveal.
All, however, was not as it seemed. As exposed in a star studded bash in Hollywood on the 28th and London on the 30th of April, Scarlet was not a new show, rather the fetchingly coloured new range of HD TVs from LG. Complimenting this, the advertising updated to reveal the true star of Scarlet. Even the trailers made better sense, with phrases like ‘I want to put her in every home in the planet’ and ‘waddya mean she’s gonna change TV forever’, seemingly innocuous on the first viewing, brought the agency’s ruse into sharp focus (snazzy HD TV pun not intended).
Speaking of the campaign, Kwan-Sup Lee, VP, Brand Marketing of LG Electronics Digital Display Company said “Brand marketing now is all about a having a ‘story’ in which a brand communicates with consumers, strengthening consumers’ emotional attachment to that brand is the key to long-term success.”
Adding to this feeling of connection with the consumer, Chan Suh, CEO of Agency.com, said, “The launch of ‘Scarlet’ is more than an integrated campaign; it is a connected campaign. It was made possible by an innovative client who saw the value in working in an unconventional way. The team of individuals and agencies worked in unison despite multiple continents, time zones and languages separating them. The result is a campaign that is truly a unique and holistic marketing solution and one-of-a-kind”.
All in all, the campaign was enormous, encompassing extensive use of PR, digital, TV and cinema advertising, print, OOH and social networking through a top-secret pre-reveal and post-reveal phase. Digital and social networking included pre-reveal (www.scarletseries.tv) and post-reveal websites (www.LGScarlet.tv), viral videos, downloads, IM icons, Facebook and MySpace presence, actor blogs and web videos, rounding out the 360-degree solution. Phew!
As intrepid reporters, The Reel were looking fresh in whistles for the UK reveal, and the event certainly did have the feel of a large-scale launch. Upon the revelation (nicely accompanied by a spot of Carmina Burana), folks around the grand hall tittered with amusement, confirming KS Lee’s theory that the twist would ‘appeal to premium seekers who will appreciate … the unconventional campaign.”
The multi-platform, multi-language, global campaign was a result of a connected agency model, led by Agency.com and partner agencies including TEQUILA\London, branded entertainment agency, Stream, and Premier public relations. Also in from the inception, London based Production Company Great Guns produced the project out their new Bangkok office. Big thanks to our pals at The Media Foundry for getting us in and cocktailed up!
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