Following on from IER’s report on LG’s exclusive partnership with NOW TV, LG has embarked on a major multi-million pound marketing campaign to support the launch of NOW TV on the Smart TV platform, which will run across retail, print, TV, digital and social media.
The launch of the campaign coincides with LG also announcing that they are continuing to roll out NOW TV – the internet TV service powered by Sky – to more of its Media devices, including Blu-Ray Home Theatre and Blu-Ray Player, via a dedicated app.
NOW TV offers customers instant access to Sky Movies and live action from all six Sky Sports channels with no contract, set up costs or installation. LG is the first and only TV manufacturer to offer NOW TV for a minimum of 12 months from the partnership launch in August 2013.
The customised NOW TV app sits on the LG Smart TV User Interface, allowing users to simplistically access Sky Sports and Sky Movies content. LG has also launched a user interface which displays NOW TV content thumbnails, curated by NOW TV’s editorial team.
The supporting marketing campaign includes TV advertising, with two creatives built around movies and sports, print advertising and a door drop to 1.1m households.
In addition, all customers who purchase an LG TV from a selected retailer and range will get a three month Sky Movies Pass, as well as three Sky Sports Day Passes.
Craig West, Head of Marketing, LG Consumer Electronics UK, commented on the upcoming campaign: “Central to LG’s TV marketing strategy is driving understanding of Smart TV amongst consumers and communicating clear benefits of the technology and NOW TV is an important part of that story. LG’s Smart TV platform already offers consumers an industry-leading choice of on-demand content and our partnership with NOW TV allows us to extend this even further, demonstrating our continued commitment to delivering the best in home entertainment. In addition, the expansion of the service to Media devices further delivers our vision for a connected future.”
Gidon Katz, Director of NOW TV added: “At NOW TV we’re always looking to make it as easy as possible for people to access our great content. The launch of NOW TV on LG’s Media devices now offers our customers even more choice when deciding how they want to watch the latest Hollywood movies or best in live sport and we’re delighted that LG have chosen to support this with a major marketing campaign. We’re looking forward to further developing this partnership by developing our product for future LG devices.”