Strengthening No.1 Position in US Home Appliances
Emphasizing Challenging Spirit Linked to Sports
LG Electronics is strengthening communication with customers worldwide through its brand slogan 'Life's Good' campaign.
On the 29th, LG Electronics announced that it held a 'Life’s Good' event on the 27th (local time) at a college football game held at Rutgers University in New Jersey, USA. About 52,000 people visited the stadium to watch the match between Rutgers University and the University of Washington football teams, and it was broadcast live through various channels including TV.
Before the game, LG Electronics flew an airplane with a brand banner to greet the audience and held various events such as screening podcast content hosted by local famous sports caster Taylor Lux. During the halftime show, the Rutgers University band formed a large formation to display the phrase 'Life’s Good' in the stadium, delivering LG Electronics' message.
On the 27th (local time), LG Electronics held the 'Life's Good' event during the Rutgers University American football team game in the United States, actively engaging with customers. [Photo by LG Electronics]
LG Electronics is expanding touchpoints with sports fans and strengthening brand awareness locally. It shares positive messages with local customers who enjoy sports such as college football and conveys the image of LG Electronics, which continuously pursues innovation, linked with a spirit of challenge.
LG Electronics already maintains a sponsorship relationship with the Tennessee Titans of the National Football League (NFL). Recently, as the official TV and display partner of the Dallas Cowboys, it has been providing OLED TVs and digital signage at AT&T Stadium. Through the LG Channel, it offers various sports content including National Collegiate Athletic Association (NCAA) games.
Through these activities, LG Electronics plans to further solidify its position as the number one home appliance brand in the United States. As of the end of the second quarter this year, LG Electronics ranked first in the U.S. market in home appliances such as washing machines and refrigerators, with key products receiving high evaluations in customer satisfaction and reliability.
Beyond the United States, LG Electronics is conducting the 'Life’s Good' campaign in various markets. In February this year, it opened a brand experience space near Marina Bay in Singapore, and in December last year, it held the 'Life's Good Day' campaign in Jakarta, Indonesia, inviting local corporation employees and their families.
Additionally, LG Electronics is running the 'Optimism your feed' campaign to spread positive messages through social media. Collaborating with global influencers, it shares videos that embody optimistic attitudes toward life, challenges, and hope, expanding positive influence through social media mainly used by the MZ generation.
Jung Kyu-hwang, President of LG Electronics North America and head of the U.S. corporation, said, "We will continue to strive to communicate more closely with customers and deliver positive experiences."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
