LG promotes its 10 year warranty in new campaign by George Patterson Y&R Sydney
Abandoned household appliances and the dulcet tones of Roy Orbison’s ‘Losing You’ feature in a new TV and online drive to promote LG’s new 10-year warranty.
The campaign launches as consumers return to the market following aGFC-led downturn that saw sales of home appliances decline.
An upswingin home renovations and growing consumer confidence is now drivingactivity in a sector dominated by heavy price competition and constanttechnological innovation.
Everyone’s inventing fancy new names for fancy new technologies inorder to stay ahead of the pack, but this ends up confusing andfrustrating the buyer, says GPY&R MD, Phil McDonald.
“LG is now speaking to consumers in a way they understand. The’Abandoned’ campaign takes the simple proposition that LG products lastlonger because of their superior technology; a claim the company is nowbacking with an across the range 10-year warranty.”
CREDITS
ECD: Julian Watt
WRITER: Tony Peck, Bart Pawlak
ART DIRECTOR: Chris Crawford, Mickey Madget
PLANNER: Ryan Richards
ACCOUNT TEAM: Jenny Willits, Stuart Baillie, Bohdi Lewis.
DIRECTOR: Sean Cruck
PROD’N HOUSE: Radical
POST PROD’N: The Editors
MEDIA AGENCY: Mindshare