International Marketer’s Blog

LG is re-positioning itself as a lifestyle brand with an ‘emotional’ approach, to differentiate itself within the fiercely competitive electronics sector.

The global brand has this month launched an integrated marketing campaign with broadcasting and online advertising for its Infinia line, part of an estimated $100 million annual effort.

Kwan Sup Lee, VP-Global Brand Marketing, LG Home Electronics, spoke to Ad Age about the firm’s global brand marketing strategy.

“Although we don’t spend as much as Samsung or have the brand heritage that Sony has, there is a good opportunity for the LG brand,â€� he said.

“We are addressing the market with a different strategy with an emotional approach, instead of focusing on picture quality or this function or that function.�

LG Electronics sells a range of home entertainment products, mobile phones, home appliances and business solutions, all under LG’s “Life’s Good” marketing theme. (more…)

Numerous brands have launched iPad applications to maximise the marketing potential of the latest must-have gadget. Apple launched the iPad internationally last Friday amid rumours that the product is in tight supply to meet demand.

The potential for international marketing campaigns is exciting – half of Apple’s iPhone sales in the first year were outside the US and a Morgan Stanley analyst said that the iPad could be even more popular elsewhere because customers could use more telecom carriers.

Among the global brands tapping in on the hype for iPad apps are Sky, the Financial Times and Marvel Comics. The latter has created a free app that enables comic fans to download and read their favourite titles.

Another publisher getting in on the act is News International, with its iPad app for The Times and The Sunday Times. According to Marketing magazine, the publisher has been talking to media agencies about the advertising opportunities its application offers.

Sister company Sky has launched a Sky Mobile TV app, giving users access to all sports channels and Sky News. The service costs £6 a month for existing Sky TV and Sky Player customers with Sky Sports, or £35 a month for all other customers. (more…)

Multinational electronics giant Sony, is planning to engage consumers in key country markets with a pan-European advertising campaign to harness the rapidly growing interest in 3D TV.

Sony in its position as one of only six top-tier official FIFA Partners, plans to leverage enthusiasm surrounding the World Cup in order to position the technology company that unlike its rivals delivers an end-to-end 3D experience in a push to convince consumers to trade up to a 3D set.

The international marketing campaign created by ad agency Anomaly features a ‘fake’ TV ad where all the images are blurred to mimic the 3D effect, showing a montage which includes Brazilian footballer Kaka, a sports car, an exploding goalmouth, a strongman tensing his muscles and a shattering trophy cabinet, and ends with the strapline ‘Maybe it’s time to buy a 3D TV’

Though international marketing activities are not due to break until June 11, the day the soccer tournament starts and also the day the Sony 3D sets for the home first go on sale, the company has been promoting the commercial online in order to generate consumer interest in the lead up to the launch. (more…)