Teams up with Sony Pictures.

LG will be investing more than $1 million in its floorcare products over the next six months, which is the largest investment in the company’s history for vacuums. It will consist of radio advertising, TV advertising in partnership with Harvey Norman, digital and social media, and point of sale.

LG hosted select media on Tuesday for an exclusive screening of the latest Ghostbusters movie release to celebrate the launch of its latest CordZero vacuum cleaner line-up and its partnership with Sony Pictures. The line-up includes the Roboking Turbo, 2-in1 CordZero handstick and CordZero canister.

As part of the partnership with Sony Pictures and the Ghostbusters movie release, LG is also offering a chance to win a trip for four to New York, to the value of $20,000. To enter, consumers must purchase an LG CordZero vacuum and tell LG why they love it.

The newly launched Roboking Turbo+Homeview model (pictured below) can be controlled remotely using the LG Smart ThinQ app and includes a front facing camera which enables users to monitor the home through the new HomeView and HomeGuard functions.

LG Roboking

LG Australia general manager for home appliances, Murray Richardson told Appliance Retailer that the company is making a significant investment into the robotic vacuum category.

“There has been a recent shift to handstick vacuum cleaners and our aim is to put the focus back on robotics and grow the overall floorcare market.

“Consumer demand calls for convenience and that’s what we want to give our customers. We have invested in connectivity so users can control their vacuum cleaner at the touch of a button, in or out of the home. We strive to bring consumers the best in technology and we are excited to deliver the future of floorcare in the coming months.”

Welcoming attendees to the launch, LG Australia marketing manager for home appliances, Brad Reed said, “The main purpose of this evening is two-fold. Firstly, it is to announce the local release of the Roboking HomeView robotic vacuum cleaner, particularly with Australia being only one of three global markets to have this product release.

“Secondly, it is to announce our partnership with Sony Pictures and joint marketing activity with the Ghostbusters movie franchise and the launch of the latest movie.

LG Ghostbusters

“Some time ago we looked at how we could make an impact on the floorcare category in Australia. We have had a vacuum range for quite some time with canister, robotic and handstick models, but this time, we wanted the consumer to see us as a serious player in the market.

“When the opportunity came along to partner with Sony and we saw the opportunity with the latest Ghostbusters movie, there were many synergies to take advantage of,” he explained.

The Roboking Turbo+HomeView will be available exclusively at Harvey Norman. The Roboking Turbo+WiFi and the Turbo models will be available through other major electrical retailers.