LG 3D Cinema Smart TV takes OOH route to visibility

LG Electronics recently undertook a nine-city OOH campaign to introduce its 3D Cinema Smart TV in the Indian market.

Delhi’s DND, a high traffic route, was innovatively dressed up. The initiative explored branding spaces on toll plaza – many of these were used for the first time for any branding. To supplement this branding, a special zone was created just ahead of the toll plaza. The entire printing was done on ‘retro reflective’ for greater impact.

Rishi Tandon, Marketing Head – Home Entertainment, LG Electronics, explained, “At the outset of planning the OOH campaign for the launch of our new Cinema 3D Smart TV, we were clear that the focus will be only high impact and innovative OOH properties. The DND toll branding is a translation of that brief, and you shall see many more such innovations across India in the coming months.”

The campaign has been executed by LG Ads with the help of their OOH partner OMI (a division of Laqshya Media). Raj Mohanty of LG Ads informed, “This is the first campaign executed under the newly formed partnership with OMI. The objective was to offer creativity and flawless execution of the campaign for the client, which has been achieved here.”

Atul Srivastava, COO, OMI, added here, “LG is one of the most respected brand names in the country as well as in the international markets. Therefore, it is always very challenging to plan things for them – whether an OOH campaign or an innovation within that. The sites utilised in the campaign are best of the lot, yet an innovation on these would have been ‘me too’ like other regular brands. Therefore, the servicing team and the creative department came up with the idea of ‘with perfection’. We are ready with a series of innovations for this campaign, which will be executed at regular intervals.”