LG launches Scarlet range with fake TV series drive

LONDON - LG Electronics has revealed that a mystery ad campaign promoting a new TV series called 'Scarlet' and starring up-and-coming actress Natassia Malthe was in fact a fake to launch its LG60 LCD TV.

The mysterious global campaign was created by Agency.com, Tequila\London and brand entertainment agency Stream to intrigue audiences by implying that a new TV series called 'Scarlet' was about to launch from director/producer David Nutter, whose credits include episodes of 'The X Files' and 'Terminator: the Sarah Connor Chronicles'.

It will be revealed in London today that 'Scarlet' is in fact the name of LG's newest LCD TV, the LG60.

A post-reveal campaign will be rolled out in multiple languages in more than 27 markets across the Americas, Europe and Asia.

The fictional 'Scarlet' TV series was seeded through entertainment circles over the past few months through traditional and online PR and social networking with sneak previews and gossip from the TV show and about its stars.

The name 'Scarlet' was inspired by the design of the LG60 and the red hue of its casing. LG claims that from a side profile the TV's silhouette flows like a red dress.

The campaign includes PR, digital, TV and cinema advertising, print, outdoor and social networking.

The digital and social networking work includes pre-reveal and post-reveal websites, viral videos, downloads, Facebook and MySpace presence, actor blogs and web videos.

Kwan-Sup Lee, vice-president of brand marketing at LG Electronics digital display company, said: "Brand marketing now is all about having a 'story' in which a brand communicates with consumers. Strengthening consumers' emotional attachment to that brand is the key to long-term success."

Chan Suh, CEO of Agency.com, said: "The launch of 'Scarlet' is more than an integrated campaign -- it is a connected campaign. It was made possible by an innovative client who saw the value in working in an unconventional way.

"The team of individuals and agencies worked in unison despite multiple continents, time zones and languages separating them."