LG to base Christmas campaign on consumer survey

by Fiona Ramsay, Marketing 13-Nov-08, 16:34

LONDON - LG Electronics has kick-started its Christmas marketing campaign with a global research project to find out what consumers really want for Christmas.

The results from the research will be gathered next week and used to guide LG in its pre-Christmas promotions.

The research is being conducted across the UK, Hong Kong, Singapore, Malaysia, Australia and Brazil, with respondents entered into a prize draw to win new mobile phones.

The electronics company is focusing on consistent global marketing for its forthcoming campaigns but wants to simultaneously offer better communicate with consumers at a local level.

Consumers are being invited to take part in an online survey at lgholiday.embrain.com to reveal their ultimate Christmas, their dream destination, perfect gift, or favourite holiday song.

The company plans to adopt the approach for future campaigns if the pilot proves successful.