Published on October 1st, 2013 | by The GC Team0
LG and NOW TV in multi-million pound marketing campaign
LG has launched a major multi-million pound marketing campaign to support the launch of NOW TV on its Smart TV platform, which will run across retail, print, TV, digital and social media.
The launch coincides with LG’s announcement that it is to roll out the internet TV service powered by Sky to more of its Media devices, including Blu-ray Home Theatre and Blu-ray Player, via a dedicated app, following the addition of NOW TV to the LG Smart TV platform last month.
NOW TV offers customers instant access to Sky Movies and live action from all six Sky Sports channels with no contract, set up costs or installation. LG is the first and only TV manufacturer to offer NOW TV for a minimum of 12 months from the partnership launch in August 2013.
The supporting marketing campaign includes TV advertising, with two creatives built around movies and sports, print advertising and a door drop to 1.1 million households. Digital activation will include pay-per-click and trade advertising and will be amplified through LG’s social media channels, utilising NOW TV’s calendar of major upcoming releases and events. The campaign will be further supported through LG’s existing partnership with Haymarket’s consumer electronics titles Stuff and What Hi-Fi? Sound and Vision, which engage consumers with the brand’s latest home entertainment technologies via a content-led co-branded hub.
Customers purchasing an LG TV from selected retailers and TV range will also get a three-month Sky Movies Pass and three Sky Sports Day Passes.
Craig West, Head of Marketing, LG Consumer Electronics UK, commented: “Central to LG’s TV marketing strategy is driving understanding of Smart TV amongst consumers and communicating clear benefits of the technology and NOW TV is an important part of that story. LG’s Smart TV platform already offers consumers an industry-leading choice of on-demand content and our partnership with NOW TV allows us to extend this even further, demonstrating our continued commitment to delivering the best in home entertainment. In addition, the expansion of the service to Media devices further delivers our vision for a connected future.”