LG Electronics (LG), the leading player in the global flat panel display market, unveiled Scarlet, the world’s slimmest LCD TV and the new PG60 Plasma HDTV at the LG Cooking Academy in Jeddah.

The event comes as the beginning of a special marketing campaign that has started in Los Angeles (US), moved on to London (Europe), and then to Istanbul (Turkey).

Guests were introduced to LG’s new TV series through an exciting promotional movie full of action, featuring the famous movie star Natassia "Scarlet" Malthe.

“To win the game, we had to change the rules, and that is why we had to think and act differently in everything we do in order to change the perception of the LG brand. Being different might be risky, but we took that risk to make a breakthrough,” said general manger of LG Electronics in Saudi Arabia Simon Lee.

Making the process of a TV launch itself a double-layered dramatic plot, LG Electronics proved itself to be a master of marketing, in addition to a television manufacturer.

The company’s 2008 flagship LCD TV, LG60 (Europe: LG6000) now known as Scarlet, actually first made its debut at the 2008 Consumer Electronics Show in Las Vegas in January.

At just 1.7 inches (45mm) thick, it is the world’s slimmest LCD TV with a distinctive look. Even from the development stage, LG gave a special persona to this uniquely-designed TV.

“Because the Scarlet TV was so unique in design, we felt almost like we were meeting someone in person - a beauty with a brain. That triggered the creative inspiration to develop a completely new marketing campaign that no one in LG – or even in the industry - had tried before,” added Lee.

In Turkey, launch event of Scarlet TV Series was marvellous. Under the theme “Scarlet On Air,” actress Scarlet Malthe herself literally descended upon the event from the sky in a giant red hot air balloon, which was a symbol that Scarlet TV Series will now “air” in Turkey.

LG’s personification of the TV broke down into several different areas, based on the set’s features. Its distinctive red-hued back, color-changing LED light power aperture and invisible speaker (“dazzling”); TruMotion 100Hz reducing blur on fast-moving scenes, an Intelligent Sensor for automatic picture adjustments (“intelligent”); and Expert Mode and A/V Hot Key for refined tuning (“extraordinary”).

Scarlet finally revealed her secret, completing one of the most daring marketing campaigns ever to be executed by a major consumer brand. The truth was out and LG had succeeded in pulling off a major coup that would change the landscape of the flat panel TV industry forever.
LG Electronics also has announced the global launch of its ultra-minimalist, screen-only plasma TV, the PG60. Commenting on the global launch of the PG60, said Lee.

“The PG60 is the sleekest TV that LG, or anyone else, has ever created. It looks like a work of art hanging on the wall, and has nothing extra to distract from its incredible picture quality. This TV makes real the dream of having a screen-only TV,” added. Lee.

The picture performance on PG60 received THX Display Certification, which is the industry benchmark in video image quality, and LG Electronics became among the first mainstream consumer electronics companies to achieve the Certification for plasma HDTV.

LG designed this TV to appeal to customers who want more than a TV with rich, high-end picture quality. This TV is for people who want a TV that blends perfectly with its surroundings, thanks to its minimalist design, made possible by LG technology.

“We are overjoyed with the success of the exciting launch event. Undoubtedly, the new Scarlet “The Hit New TV Series and the New PG60 Plasma TV will generate unprecedented turnout and will attract admiration of our loyal consumers, specially that LG has always been promising them the best.” said Lee. TradeArabia News Service