LG Rolls Out Gone With The Wind Scarlet TV Drama

This week LG Australia is finally set to role a new LCD TV marketing campaign that is more “gone with the wind” than the “scarlet fever” that the struggling TV Company was hoping for.

 The multimillion dollar LG campaign which is wrapped around a so called new TV series called Scarlet which journalists like me have had to sign non disclosure documents for is in fact for a new LCD TV that has a simple “Scarlet Red” back. 26 other Countries got to see the campaign weeks ago resulting in the Internet being awash with the plot, while Australian retailers have had the so called “Secret Scarlet” LCD TV on sale for weeks.

Yet despite this LG is still trying to “con” Australians (see Con TV site) into believing that a new TV series called Scarlet is set to be revealed in Australia. The concept could have worked if all 27 Countries where LG is introducing the TV rolled out the campaign on the same day.

The plot goes something like this. First up LG Australia’s masters in Korea dream up the idea of creating a phantom TV show called Scarlet. Then they spent $100 million pretending that a new “TV series called Scarlet” was set to be rolled out.
LG marketing guru’s had hoped that consumers would be dumb enough to go “Wow” and start running into retailers into droves.

It seems that LG’s new marketing team in Australia under the direction of recently appointed David Brand, forgot about the fact that more than 16 million Australians now have access to broadband and a simple search online for the so called “Scarlet TV”  series reveals not only the full plot along with pictures of the new LG Scarlet LCD TV but comments from some very angry consumers who got sucked into searching for a new3 TV show.

The LG campaign was created by Agency.com, Tequila in 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.’

A post-reveal campaign has been rolled out in 27 markets across the Americas, Europe and Asia. Australia is the last in the queue which has probably got more to do with how LG ranks Australia in the pecking order of important markets.
The fictional ‘Scarlet’ TV series was seeded through entertainment circles over the past few days through traditional and online PR and social networking with sneak previews and gossip from the TV show and about its stars.

Last month, Hollywood celebrities and international media gathered for what they had been told was a premiere event for the world premiere of David Nutter’s latest project, a” Hit New TV Series,” the Scarlet project appeared to star Natassia “Scarlet” Malthe, a multicultural actress with unique, mysterious and yet universal charm, as the title character.

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She arrives in Australia tomorrow for a gala event at Wharf 8 in Sydney when guess what LG will reveal their new Scarlet Red LCD TV which is set to go head to head with new TV offerings from Samsung and Panasonic.

Even Lindsay Lohan who many insiders are saying was paid to attend the LG event in Hollywood was sucked into believing that a new TV series was being launched.

So how does the TV stack up? I wish we could tell you. We were promised one last week but it never showed up. Now we have been promised it for this week. Several web sites around the world have been highly critical of LG along with hundreds of consumers who went looking for a new TV series called Scarlet.

Leading technology web site Gizmodo wrote “Scarlet Not a Karate-Kicking Hottie, But a Fat TV from LG.  CNet wrote, Relatively expensive; produces a lighter shade of black than competing HDTVs; some artefacts in 100Hz modes; so-so screen uniformity and off-angle viewing; no S-Video inputs; design may elicit mild jeering. They did however give it 7 out of 10.

In addition to the unusual colour use, the 60 series design also incorporates “invisible speakers” positioned within and behind the front bezel, while still producing enhanced sound characteristics, LG said.

The Scarlet TV series is offered in various screen sizes.  All feature 1080p high-definition resolution; 100Hz frame rates and LG’s Intelligent Sensor technology that automatically adjusts image brightness, sharpness, and colour and tint to match the surrounding light in a room.

Warren Kim LG Product Manager for Audio Visual Products said “Technology-wise, these models are very similar to those in our 70 series, but we think there is a big play to be made with design as sets get bigger and bigger and start taking a more prominent space in the family or living room. With $10,000 or $15,000 worth of furniture in a room, people want sets that look as nice when they are not turned on as they do when they are on.”

One major retailer stocking the new TV said “It’s great to see the red backing on the new line, but the last time I looked, people still watch TVs from the front. It is still performance that matters most. Frontal cosmetics are also crucial, and there are some nice-looking TV’s being rolled out at the moment that will compete with the LG offering.”

They added “During the past few years LG has struggled. They are not the brand of 3 or 4 years ago. The new campaign while a bit of a giggle has to compete with a lot of marketing from Samsung and Panasonic. We also believe that Sony is going to try and ambush everyone during the Olympics with a big value offer. They may offer a notebook, or another PS3, so the battle to get market share is going to be fierce”.

As for the LG Scarlet campaign, let’s wait and see. The GFK in store sales tracking should give us an answer within weeks. The battle to watch is between the two reds the Scarlet L60 from LG and the scarlet red 6 and 7 series LCD TV’s from Samsung.