LG showcases innovation

LG launched this ad in newspaper inserted magazines, on the same day they launched a television commercial to demonstrate their ‘door-in-door’ refrigerator innovation.

LG Life's More ConvenientThe actress Georgie Parker appears in both the TV and the print campaign, increasing recognisability of the message and the relevance of LG to an Australian audience.

The ad seeks to differentiate LG from its competitors by highlighting new benefits rather than price points. Reappraisal is generated via differentiation.

By using recognisable elements across both the TV and NIMs ad, the potential for a high level of campaign Extension is there – a good example of cross-media integration.

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