LG invests HK$1m to boost premium image

LG Electronics has again teamed up with Secret Tour Hong Kong for new campaign to showcase its OLED TV.

Entitled LG O'Black Banquet, the campaign leads with a micro movie based around a recent food tour starring three star Michelin chef Alvin Leung, which took place in North Point, Causeway Bay and Central.

The black colour of the new model has bene registered on Pantone as LG O'Black.

A trimmed down 30 second spot will air from May, alongside print and online executions.

Rico Wong, assistant manager of integrated marketing and brand marketing team at LG Electronics, told Marketing the HK$1 million campaign aimed to strengthen the premium positioning for LG.

"Apart from showcasing our latest model, the campaign is also a branding effort that aims to change local's preference on electronic brands," Wong said.

This is the third time LG has partnered with Secret Tour Hong Kong, as it look to infuse a heavy dose of local flavour in Hong Kong.

"We associate our brand with art and culture to consolidate our premium positioning via a language that resonate most to locals, namely the appreciation of food, and familiar streets to touch their emotions," he added.

A replica of the bus will be exhibited at Cityplaza from 1 May, where people can view a model home installed with the new TV.


Client: LG Electronics Hong Kong Limited

Creative: Secret Tour Hong Kong

Creative director: Jennifer Yip, Stephen Chung

Senior art director: Vikki Ip

Art director: Susan Chan, Chloe Ng

Copywriter: Dorothy Wong

Account manager: Joseph Hon

Director: Q Leg from Alternate Ltd

Media: Havas Hong Kong