This is about creating an emotional attachment to our products.
Young Chan Kim, Executive Vice President, Digital Display Company, LG Electronics

LG Electronics (LG), a major Rent to Own industry supplier, announced the European launch of its global Red Couch campaign to promote its Full HD TVs, following the U.S. launch on May 3.

The campaign centers around the slogan, “Don’t watch it, live it!” The USD 40 million campaign includes TV commercials, online content and special events in more than 70 countries worldwide.

“This is about creating an emotional attachment to our products,” said Young Chan Kim, Executive Vice President of Digital Display Company, LG Electronics.

LG aired the first television commercial for this campaign globally in early May. In one of the ads, a family sits on the red couch watching a bobsled run. A crowd of spectators looks down from the icy walls of the track as they hear the bobsled quickly approaching. Then the family, tucked low on the red couch for maximum speed, hurtles down the bobsled track, past the spectators.

There is also an online component to the Red Couch campaign to promote more proactive involvement on the audiences’ side. LG has created a Red Couch website for each country where the company launches the campaign, which allows consumers to learn even more about LG’s Full HD TVs.

The Red Couch campaign coincides with LG’s launch of a new series of Full HD TVs in Europe, starting with an initial release in Italy in March. LG will hold events across Europe to introduce these new TVs through May, followed by the United States.

LG’s online campaign will run in 30 countries including the United States, England, Germany, France, Italy and Spain. The campaign will continue for approximately one year, depending upon regional marketing initiatives.