LG showcases design via branded TV show
Media Asia 07-Aug-08, 02:16
JAKARTA - LG has partnered with WPP media agency MindShare in Indonesia to create LG Gallery Design, a reality TV programme that showcases the Korean electronics giant's portfolio of home appliances.
Touted as one of the largest branded content initiatives in the archipelago to date, the interior design show on the RCTI network will run for 13 half-hour episodes.
The show targets ‘premium seekers’, upmarket consumers interested in buying aesthetically pleasing products. The premise revolves around two contestants being given blank spaces, which they design and decorate using products such as the LG Scarlett LCD TV set. Their creations are then judged by industry experts and voted for by the 100-strong studio audience. Future episodes are set to feature refrigerators, microwaves and air-conditioning units.
ADVERTISEMENT
“This programme is a form of ‘edutainment’. It’s not just about selling our products. We’re also trying to provide solutions and give advice on how people can structure and decorate their living space,” said Budi Setiawan, GM of sales, consumer electronics at LG Indonesia.
“We’re seeing greater affinity to brands through content creation. It creates more of an emotional attachment to the product than traditional media activity, as it is better integrated into their lives,” said Alefiyah Faizullabhoy, managing partner of MindShare Indonesia.
All furniture, including the LG products used in the programme, will be donated to charities as part of a corporate social responsibility drive.
Tags
More like this
- Brand Watch: Case Study - LG Electronics
- CAMPAIGNS: Consumer PR - Harrods puts LG's family in shop window
- BROADBAND: What brand shall we watch tonight? - They're not satisfied with the ad-breaks, they want to control the rest of the channel, too. Louise Richardson finds out how broadband is enabling brands to become broadcasters in their own right
- The Marketing Profile: Dominic Chambers of LG
- MindShare steps
Comments