The aggressive initiative reflects LG's strategy of focusing more on brand marketing during the global economic downturn as a way of maintaining and even increasing sales momentum. As a part of this direction, LG started a new print ad campaign last month in the UK. This month the company also began running television commercials in a number of markets worldwide, including the UK, France, Australia, Brazil, and Russia.
"This brand campaign is LG's first attempt to truly create a unified message for the global market, aligned with our brand identity," said Dermot Boden, Chief Marketing Officer of LG Electronics. "Consumers will see how our 'Life's Good' theme has evolved and expanded. We want to deliver LG's innovations in a creative and unexpected way, and the brand campaign will reflect how strongly we are committed to consumers and their needs."

Focusing on LG's flagship products, the brand campaign emphasises on the essence of each key product category, including: touch screen expertise in mobile handsets, technological excellence and superb design of LG's TV sets, advanced technological features of its steam washers and pure HD sound of LG's home theatre systems. Together, this will deliver a unified yet refreshing message to consumers that LG's products perfectly fit their lives.

All marketing activities across various media channels convey fresh excitement by utilising engaging creative techniques that reflect the overall tone of LG as a company. LG's online activities echo this approach, with a refreshing look and feel for consumers.

LG has also launched a global brand campaign microsite (www.lifesgoodlg.com), which shows LG's brand identity in each key product category, along with convenient links to feature and product web pages.

Along with the recent announcement of LG's five-year F1 sponsorship, it's clear that LG will continue its bold brand initiatives for some time to come.