A few week a go Natassia Malthe, the starring character of the Scarlet TV series, descended in a yellow hot-air balloon on Suada, a man-made island that lies between the European and the Asian sides of Istanbul in Turkey. Her dramatic entry created a huge buzz among 300-strong guests who had gathered at the glittering event, which carried the theme “Scarlet on Air”. As she descended onto the Island, the (until then) secret TVs dramatically slid down from closed compartments above the guests’ heads.This event, which was attended by more than 200 media from Middle East and Africa, followed earlier events in Los Angeles and in London that drew celebrities for a mock premiere event to reveal the secret of “Scarlet, The Hit New TV Series,” which had been promoted through broadcast and online trailers.
At both events, however, surprised guests (at least, those not in the know) learned that the premiere was actually for LG’s new Full HD LCD TV, Scarlet, and that LG had cleverly manipulated the meaning of “TV series” in order to increase interest and impact. As Gadget highlighted in its report from the January Consumer Electronics Show in Las Vegas, consumer electronics is gaining the human touch, and LG took this a step further and endowed their latest TV series with a real human personality. “Brand marketing now is all about creating a story in which a brand communicates with consumers. Strengthening consumers’ emotional attachment to that brand is the key to long-term success,” said Mr. Christopher Kim, President of LG Electronics Turkey.
LG involved a real TV series producer, David Nutter, the high-profile TV director of shows such as The X-Files, Dark Angel and Smallville. But it used fake TV series trailers and a mysterious new starlet. The Scarlet campaign itself is a fascinating drama in engaging audiences and turning them into consumers. From rumours of the actress’s private romances to the synopsis of the fake TV series, there was literally "lots of intrigue, lots of rumours, lots of talk” going on, just as the commercial copy suggested, both online and offline. The TV show angle was a very effective method of attracting an audience and heightening their interest. LG’s challenge was to find the right way to bring the TV to life. The answer was Natassia “Scarlet” Malthe, whom LG and Nutter felt was the exact personification of the Scarlet TV’s qualities: “dazzling, exciting, intelligent and extraordinary”. In working with Natassia Malthe, a former Norwegian/Malaysian model and a Hollywood actress, LG and Nutter planned an engrossing story with an intricate plot. Now identified with the company’s new, unique-looking Scarlet LCD TV, the model/actress basked in the media glow secretly created by LG, which has helped elevate her career to new levels. This process involved no small amount of real-life excitement as well, as Natassia lived the role of Scarlet for almost six months in a series of advertisements, interviews and public appearances. Instead of just putting TV sets out on the market, LG set out to involve a global audience in a fun, exciting experience that is about much more than just a product. This is the secret behind the Scarlet campaign, and the strategy for building and maintaining a winning brand in the future. However LG also revealed that there is more to come and, just as in a hit TV series, the whole secret has not yet been revealed. So the real story behind this hit TV series is “to be continued.” [scarlet.co.za]
At both events, however, surprised guests (at least, those not in the know) learned that the premiere was actually for LG’s new Full HD LCD TV, Scarlet, and that LG had cleverly manipulated the meaning of “TV series” in order to increase interest and impact. As Gadget highlighted in its report from the January Consumer Electronics Show in Las Vegas, consumer electronics is gaining the human touch, and LG took this a step further and endowed their latest TV series with a real human personality. “Brand marketing now is all about creating a story in which a brand communicates with consumers. Strengthening consumers’ emotional attachment to that brand is the key to long-term success,” said Mr. Christopher Kim, President of LG Electronics Turkey.
LG involved a real TV series producer, David Nutter, the high-profile TV director of shows such as The X-Files, Dark Angel and Smallville. But it used fake TV series trailers and a mysterious new starlet. The Scarlet campaign itself is a fascinating drama in engaging audiences and turning them into consumers. From rumours of the actress’s private romances to the synopsis of the fake TV series, there was literally "lots of intrigue, lots of rumours, lots of talk” going on, just as the commercial copy suggested, both online and offline. The TV show angle was a very effective method of attracting an audience and heightening their interest. LG’s challenge was to find the right way to bring the TV to life. The answer was Natassia “Scarlet” Malthe, whom LG and Nutter felt was the exact personification of the Scarlet TV’s qualities: “dazzling, exciting, intelligent and extraordinary”. In working with Natassia Malthe, a former Norwegian/Malaysian model and a Hollywood actress, LG and Nutter planned an engrossing story with an intricate plot. Now identified with the company’s new, unique-looking Scarlet LCD TV, the model/actress basked in the media glow secretly created by LG, which has helped elevate her career to new levels. This process involved no small amount of real-life excitement as well, as Natassia lived the role of Scarlet for almost six months in a series of advertisements, interviews and public appearances. Instead of just putting TV sets out on the market, LG set out to involve a global audience in a fun, exciting experience that is about much more than just a product. This is the secret behind the Scarlet campaign, and the strategy for building and maintaining a winning brand in the future. However LG also revealed that there is more to come and, just as in a hit TV series, the whole secret has not yet been revealed. So the real story behind this hit TV series is “to be continued.” [scarlet.co.za]
