LG Electronics (LGE), a leading player in the global flat panel display market, unveiled its Scarlet TV, the world’s slimmest LCD TV, at the Four Seasons Hotel in Amman.

The company’s presentation formed part of a worldwide marketing campaign led by high-profile TV series director David Nutter.

Glamorous models reincarnated the signature style of Natassia “Scarlet” Malthe as they waltzed down the red carpet dressed in beautiful deep red gowns, ready for the incredible transformation that lay ahead.

Behind them was an elegant backdrop featuring the Jordanian musical band “Signs of Thyme.” Then, at the press of a button, sleek Scarlet LCD televisions were revealed to the awe-beheld audience – comprised of leading figures in the Jordanian society and media.

This Amman event followed an earlier event in Los Angeles that drew Hollywood celebrities to the Pacific Design Centre for a mock premiere event to reveal the secret of “Scarlet, The Hit New TV Series,” which had been promoted through broadcast and online trailers.

At the event, however, surprised guests learned that the premiere was actually, for LGE’s new Full HD LCD TV, Scarlet, and that LGE had cleverly manipulated the meaning of “TV Series” in order to increase interest and impact.

LGE’s new promotional strategy stemmed from its initial belief that it would have to customize the product to their users. With the Scarlet TV set already possessing its own unique charm, from its incredible slimness to red-colored back, cutting-edge technology and sleek look and feel, LGE’s challenge was to find the right way to bring the TV to life.

The answer was Natassia “Scarlet” Malthe, whom LG and Nutter felt was the exact personification of the Scarlet TV’s qualities: dazzling, exciting, intelligent and extraordinary.

“The unveiling of the Scarlet was unique and exceptional in every way,  just like the signature full-HD Scarlet TV. The new TV brings with it elements that are sure to re-define television viewing as we know it today,” said  he general Manager of LGE, Amman branch, Kevin Cha. – TradeArabia News Service