Scarlet TV Series
The Scarlet TV Series was the marketing plan for the new LCD Television from LG. Read below for all the details on the 100 million dollar marketing strategy from LG.
Scarlet - the new "TV series"
LG recruited director David Nutter to create a mock television advert for a new series called Scarlet. David Nutter formally directed pilots and episodes for shows such as the X-files, The Sopranos and Supernatural. David created an advert that showed a women, named Scarlet in various action scenes being followed by an investigative reporter (see Scarlet TV Adverts) The advert attracted attention across the globe, with many viewers excited at the prospect of a new series to rival shows such as 24, Alias and Heroes.
Scarlet Advertising
Scarlet was advertised through most forms of media; Print, TV, Billboards, Cinema, Online. Websites were created by LG pre and post launch of what Scarlet really was. A series of star studded launch parties were organised across the world with celebrities expecting the usual TV show launch antics. Little did they realise that LG and David Nutter were going to unveil the new LCD TV series, Scarlet!
Vice President of Brand Marketing for LG, Kwan-Sup Lee stated "If we were going to really make headway against some of our major competitors, we had to change the rules of the game. Being different might be risky, but we took that risk to make a breakthrough. I think LG really have made headway with the launch of Scarlet!