Launching New Range of TVs into Australia 

Challenge

• LG Electronics launched the Scarlet TV Series into the Australian market in line with global launch events with a carefully worded and intriguing campaign.
• As a long standing client, B-M was relied upon to manage the secrecy surrounding Scarlet, the hit new TV Series, before the launch event reveal and to assist in the organisation and coordination of the launch party.

Solution

• Working with LG, B-M developed a strategy incorporating both short and long lead objectives to secure coverage about Scarlet TV and the launch event. 
• B-M hosted exclusive long lead media briefings with strict confidentiality agreements with key media to maintain the secrecy of the launch before the launch party.

Outcome

• Over 230 top tier media, celebrities, socialites and LG retailers celebrated the unveiling of the Scarlet TV Series at the launch event with international designer Jason Brunsdon, MC Sophie Falkiner and Natassia Malthe -the global face of the campaign.
• 59 articles appeared across Australian media in the 3 months following the launch with significant coverage secured in Arena, CNet, Sun Herald, Sunday Telegraph, Marie Claire and  Cosmopolitan.