Sunday, September 05, 2004

Korean television Show Promotes LG Products

In the popular Korean TV mini-series "Full House” the storyline is a 21st century version of Cinderella. In Korea, a middle class worker meeting and falling in love with a millionaire (often a family member of one of the top conglomerates) is a popular plotline in TV, movie, and print.

"Full House's" version has one of the lead characters as a sales and planning team manager at LG Electronics. The program is therefore a great LG marketing tool.

LG phones play a prominent role in the show. For example, Choi Joon-hyuck's face lights up when the lead actress pulls out an up-market LG Cyon camera phone and begins talking to her lover. And, in another close-up shot frames actress Song Hye-gyo's pretty face snuggling up to the sleek, fashionable mobile phone.

Mobile phones are commonplace in Korean society. Interestingly, the only mobile phones that are prominently displayed by the main cast in "Full House" are LG models. To position its product, LG Electronics, the top home appliance maker in Korea, wisely provided funding for the mini-series months before filming began.

For a deeper look at LG marketing in the Korean TV show, check out the Korean Herald article…see : http://www.koreaherald.co.kr/SITE/data/html_dir/2004/09/06/200409060017.asp

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