Commencing the marketing efforts are LG brand shops, which display traditional communication and in-shop placements of World Record point of sale signage. This helps increasing consumer knowledge and know how of LG products. Following recent trends, LG will also make its presence felt on the social media platforms such as Facebook and Twitter.
As part of the marketing campaign, LG has created the World Record Man, a specially designed avatar who communicates LG's focus on technology and innovation in various products. He symbolizes the USP of each campaign product and represents LG as a brand power. World Record Man demonstrates proud ownership and personifies LG's services. World Record Man marketing will be one of the main online activities to increase recognition of LG, especially with reference to LG's technical excellence.
Commenting on the campaign, Soon Kwon, Managing Director, LG India said: "This campaign is an extension of our effort to highlight style, technology and design of our consumer electronics and appliance products. For instance, LG introduced the world's first and most advanced home entertainment technology in film-patterned retarder, or FPR, in our 3D TVs. LG refrigerators feature another proprietary technology, Health Guard, to eliminate 99.99 per cent of the bacteria found in other refrigerators. We have a strong product lineup built on the foundation of a half century of world-leading innovation and technology which many consumers don't know about. LG has a compelling and interesting story that we felt needed to be told."
Elaborating on the concept of this campaign, Lakshmikant Gupta, Vice President, Marketing, LG India stated: "With the World Record Campaign, we aim to drive loyalty and emphasize unique product features in our flagship products like the Cinema Screen 3D TV and the new Door-in-Door Health Guard Refrigerator. It's no longer enough for companies to make and sell useful products." Gupta added: "Nowadays, it's important to be able to tell audiences what makes our company relevant and how we can improve consumers' lives. LG has a great story to tell that I think Indians will enjoy hearing."
World Record Campaign has touched different countries such as Asia, Middle East, Africa, Latin America, US, UK and China, through varied media vehicles including in-store communications like POP materials which are actively being used. India is the first country to witness the launch of World Record Man associated off-line in-store communications.
With this campaign, LG wants to proactively highlight the product leadership image amongst consumers and elicit buyers. It seeks to foster a sense of pride within employees and trade partners to motivate them to be the best in what they do. Besides developing coherent communications and positioning strategies, it desires to leverage the brand image to benefit the lower level lineups through the halo effect.