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Aimed at showcasing the world’s slimmest LCD TV, LG has commissioned mall advertising company Primall Media to assist in gaining brand awareness and interest in its 2008 flagship product at Pretoria based Menlyn Shopping Centre. According to research, Menlyn will expose 6 500 000 consumers to the LG’s advertising over the four month campaign spanning September to December 2008.

Using Primall’s Holding at Menlyn’s buzzing Food Court, LG selected an advertising package consisting of eight interior billboards to create a massive, dominated impact in an area with intense foot fall and extended dwell time. The campaign concept centres around the clever play on words “a Hit new Series of TV’s” and alternates brand messages next to the exquisite TV. “The Food Court environment was the perfect choice for LG as it attracts the entertainment seeking consumer, whilst being in a setting where call to action can be influenced,” says Darren Katz, Director at Primall Media.

LG Electronics is a major player in the global flat panel display market, and has recently announced the global launch of Scarlet. The new LCD is not, of course, just a pretty face, but has smart technology for best picture quality, allowing viewers to precisely calibrate the image and automatically adjust brightness according to ambient light to create an optimal viewing experience.

“We’re delighted to have uncluttered presence in a high end mall such as Menlyn. We hope to drive consumers to view the TV at the nearest outlet in the mall, experience Scarlet’s completely immersive viewing experience and subsequently purchase the product,” says Dr Michelle Potgieter, Marketing Director for LG South Africa.

For more info on LG, contact Liana on 0800 LG LG LG