LG supporting retailers with new advertising campaign

By Patrick Avenell

LG Electronics has launched a new television commercial to promote its range of Deluxe Split Inverter air conditioners. The TVC promotes the new range as being quieter than a mouse.

The campaign, which will cover television, online and in-store point of sale, was devised by Sydney advertising group George Patterson Y&R. The models being promoted in this campaign includes the Deluxe Split Inverter and Artcool range: S09AWN-4, S12AWN-4, C09AWR-2 and C12AWR-2. This campaign is scheduled to run from now until January 2009.

Talking about this advertising campaign is LG Electronic category manager of air conditioners, Irena Stojceska.

“When developing the creative direction for the campaign, we recognised the role that low noise levels play in consumer purchase decisions,” said Stojceska. “People are looking for air conditioning units that cool their homes quietly and efficiently, and it was important for us to communicate this product benefit.

“The new low noise technology featured in the range is an innovative development by LG and a significant breakthrough for the Air Conditioning category.”

The television commercial attempts to highlight how quiet these air conditioners are by showing how a nest of mice is upset when the old and noisy air conditioner is replaced with an LG model. This model is so quiet that now the mice are too noisy to escape protection.

Although none of these murine actors were available for comment, their press agent reported that they are all doing well now, having retired from the entertainment industry, and are living it up at a petting zoo in Brisbane’s south.

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