LG is investing Rs 20 crore for its 30 days promotion. The promotion revolves around LG’s turnover in India. The strategy behind the campaign is to not only targeting a larger sales turnover during the festival season, but to also use this as an occasion to strengthen it brand equity. Of the Rs 20 crore, the advertising campaign accounts for Rs 8 crore, rest 12 crore would be utilised for gifts and prizes.
The company has set itself an ambitious target of selling around 2.75 to three lakh units during the promotion.
There will be three luck draws during the promotion. There are 845 prizes on all LG products, for the winners. Beside this, a free watch will accompany any product bought during the 30-day period.
The ad campaign which is essentially a focused print campaign, limited to dailies only, talks about issues like be labelled as most desired brand and achieving the Rs 5,000 crore mark. The campaign consists of five ads. Besides dailies outdoors will be limited to hoardings and in-shop merchandising. It will also be displayed on LG’s B2C site Lgezbuy.
Simultaneously, the brand corporate campaign revolving around the theme ‘trust’ will continue to run on the television. A range of new product ads on Flatron Gold, Golden Eye TVs and washing machines will run on ESPN-Star Sports till November end during the South Africa cricket tournament. LG is one of the TV sponsors of the tournament.