Digital leader finally lifts the lid on its secret TV project

Dubai, UAE, May 14, 2008 - LG Electronics, a leading player in the global flat panel display market, finally revealed its most closely guarded secret as it unveiled its latest innovation - the LG Scarlet TV, the world's slimmest LCD TV - in Istanbul, Turkey, at a high-profile red carpet event attended by well-known celebrities.

At the glittering event, themed "Scarlet On Air", Natassia Malthe, the starring character of the Scarlet TV series, descended in a hot-air balloon on Suada, the man-made island that lies between the European and the Asian sides of Istanbul. Her dramatic entry created a huge buzz among the 300-strong guests who had gathered to know more about LG's latest development. Then, at the press of a button, the sleek Scarlet LCD televisions were revealed in a dramatic manner in strategic places on the island.

The special evening also featured leading Turkish singer Irem Cander and singing sensation Nil, who entertained the guests with their spectacular performances. Three extravagant dance shows, titled "The Women Who Changed The World", also kept the audience on their feet.

This event, which was attended by over 100 media from Middle East and Africa and another 100 Turkish media, followed earlier events in Los Angeles and in London that drew celebrities 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 both events, however, surprised guests learned that the premiere was actually for LG's new Full HD LCD TV, Scarlet, and that LG had cleverly manipulated the meaning of "TV series" in order to increase interest and impact.

"Brand marketing now is all about creating a story in which a brand communicates with consumers. Strengthening consumers' emotional attachment to that brand is the key to long-term success," said Mr. Christopher Kim, President of LG Electronics Turkey. 

Involving in an actual TV series producer, a fake TV series trailers and a mysterious new starlet, the Scarlet campaign itself is a fascinating drama in engaging an audience and turning them into consumers. From rumours of the actress's private romances to the synopsis of the fake TV series, there was literally, "lots of intrigue, lots of rumours, lots of talk" going on, just as the commercial copy suggests, both online and offline. The TV show angle was just the right hook to attract this audience and to heighten their interest.

This strategy grew from LG's initial belief that they would have to personify the product to consumer audiences to make their new TV set distinctive. "We intended to talk to consumer's hearts, not brains. It's all about emotional attachment," added Kim.

With the Scarlet TV set already possessing its own unique charm, from its incredible slimness to red-coloured back, cutting-edge technology and sleek look and feel, LG'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.

In working with Natassia Malthe, a former Norwegian / Malaysian model and a well-known Hollywood actress, LG and David Nutter, the high-profile TV director of shows such as The X-Files, Dark Angel and Smallville in addition to the Scarlet trailers, planned an engrossing story with an intricate plot.

Now identified with the company's new, unique-looking Scarlet LCD TV, the model/actress basked in the media glow secretly created by LG, which has helped elevate her career to new levels. This process involved no small amount of real-life excitement as well, as Natassia lived the role of Scarlet for almost six months in a series of advertisements, interviews and public appearances.

Instead of just putting TV sets out on the market, the LG brand has learned to involve a global audience in a fun, exciting experience that is about more than just a product. This is the secret behind the Scarlet campaign, and the strategy for building and maintaining a winning brand in the future.

After revealing Scarlet's secret, LG made another announcement: that the company would have a next phase of the Scarlet TV series campaign, with more to come. So the story behind this hit TV series is, as they say in the industry, "to be continued."

For more information, visit www.LGScarlet.tv ... and stay tuned.

-Ends- 

About LG Electronics, Inc.
LG Electronics, Inc. is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in over 120 operations including 80 subsidiaries around the world. Comprising four business units -- Mobile Communications, Digital Appliance, Digital Display and Digital Media with 2006 global sales of US $38.6 billion -- LG Electronics is the world's largest producer of CDMA handsets, air conditioners, optical storage products, DVD players and home theatre systems. For more information, please visit www.lge.com

About LG Electronics Digital Display Company
LG Digital display Company is a leading producer of LCD and Plasma TVs and it is one of top maker of Plasma modules. While focusing on creating well designed, feature rich TV's, the company is also pushing technologies boundaries to create a more exciting viewing experience. LG product area is includes television and computer monitor, plasma display panel. OLED & others.

© Press Release 2008