LG’s Scarlet Makes Her Jordanian Debut
Clever Marketing Campaign for Unique LCD TV Set Changes Meaning of “TV Series”
LG Electronics (LGE), a leading player in the global flat panel display market, last night presented its Scarlet TV, the world’s slimmest LCD TV, at the Four Seasons Hotel in Amman. The company’s presentation formed part of a worldwide marketing campaign led by high-profile TV series director David Nutter.
On the evening of May 11th, glamorous models reincarnated the signature style of Natassia “Scarlet” Malthe as they waltzed down the red carpet and catwalk dressed in beautiful deep red gowns, ready for the incredible transformation that lay ahead. Behind them was an elegant backdrop featuring the Jordanian musical band “Signs of Thyme.” Then, at the press of a button, sleek Scarlet LCD televisions were revealed to the awe-beheld audience – comprised of leading figures in the Jordanian society and media.
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Press Release
This Amman event followed an earlier event in Los Angeles that drew Hollywood celebrities to the Pacific Design Center for a mock premiere event to reveal the secret of “Scarlet, The Hit New TV Series,” which had been promoted through broadcast and online trailers. At the event, however, surprised guests learned that the premiere was actually, for LGE’s new Full HD LCD TV, Scarlet, and that LGE had cleverly manipulated the meaning of “TV Series” in order to increase interest and impact.
LGE’s new promotional strategy stemmed from its initial belief that it would have to customize the product to their users. With the Scarlet TV set already possessing its own unique charm, from its incredible slimness to red-colored back, cutting-edge technology and sleek look and feel, LGE’s challenge was to find the right way to bring the TV to life. The answer was Natassia “Scarlet” Malthe, whom LG and Nutter felt was the exact personification of the Scarlet TV’s qualities: dazzling, exciting, intelligent and extraordinary.
From his end, Mr. Kevin Cha, the General Manager of LGE Amman Branch said, “The unveiling of the Scarlet was unique and exceptional in every way, just like the signature full-HD Scarlet TV. The new TV brings with it elements that are sure to re-define television viewing as we know it today. The intelligent marketing and PR campaign pertaining to this product has taken the Jordanian scene by storm, for it was only directed towards inviting the Jordanian audience to explore more about the product itself. We have ensured that the Jordanian launch coincides with the global reveal to give the local market the advantage of indulging in this TV alongside their peers from the global community”.
Press Release
From his end, Mr. Osama Al-Khalili, Chairman of the Board of Middle East Complex added, “The world-leading capabilities of the Scarlet TV coupled with its invisible speakers customized for the LG60 by golden-eared Mr. Mark Levinson surely adds to the viewing pleasure that it this set provide. It is our intention to give the local market the benefit of putting this creation in their houses, as it will most definitely enhance their TV viewing experience on so many levels. “-
In working with Natassia “Scarlet” Malthe, a multicultural model with a unique look, LG and David Nutter, the high-profile TV director of shows such as The X-Files, Dark Angel and Smallville in addition to the Scarlet trailers, planned an engrossing story with an intricate plot. Now identified with the company’s new, unique-looking Scarlet LCD TV, the model/actress basked in the media glow secretly created by LGE, which has helped elevate her career to new levels.
After revealing Scarlet’s secret, LGE made another announcement: that the company would have a next phase of the Scarlet TV series campaign, with more to come. Therefore, the story behind this hit TV series is, as they say in the industry, “to be continued.”
For more information, visit www.LGScarlet.tv and stay tuned.
