LG Electronics begins HDTV campaign
By Adnews Staff
Consumer electronics maker LG Electronics began a campaign earlier this month for its line of high definition plasma screen televisions. The campaign, which uses the tagline "LG is turning everyone into a fan," takes football as its theme. The initiative includes TV commercials, newspaper ads in Vancouver, Edmonton, Calgary, Toronto, Montreal and Quebec City, and in-store materials. The campaign will include a commercial during the broadcast of the Super Bowl on Feb. 6. Two ads will also run in high-definition, the first time the company has used this technology in its advertising. The creative promotes a special offer from LG during which purchasers of qualifying TVs will also receive an LG DVD recorder, portable DVD player, 15" LCD television or DVD/VCR machine. The campaign was produced by Echo Advertising of Toronto, which also handled media planning and buying.