생활을 예술로 만들다 : LG 명화시리즈 광고사례 분석 (Premium LG for Better Life : Case Study of 'Art Painting' Campaign)

서지정보

· 발행기관 : 한국광고학회
· 수록지 정보 : 광고학연구 / 20권 / 1호 / 279 ~ 289페이지
· 저자명 : 김유경, 박은아, 오세민

초록

LG는 그룹분사 이후 기업규모 위축되고 소비자와의 접점이 약화된 상황에서 기존의 따뜻하고 친근한 기업이미지를 강화하기 위해 새로운 캠페인을 시작하였는데, 바로 세계적으로 유명한 명화를 소재로 하여 LG의 기업이미지를 한층 고급스럽게 만드는 작업이었다. ‘글로벌 선두 기업’으로서의 의지를 다지고, 소비자의 생활에 긍정적 변화를 주는 창의적 기업으로서의 가치를 심어주고자 한 ‘명화’시리즈 캠페인 전개과정과 효과를 평가하고, 전략적 시사점을 논의하였다.

영어초록

LG has declared that they have accomplished a 'third leap', which has brought them to a stage of development enabling them to emerge as a globally recognized brand in 2007.
During LG's last campaign 'innovation and leap' held in 2005, they achieved a second leap of development for global brand. In order to continue the success of their 2005 campaign, LG was dedicated to ensuring that their 2007 campaign "Creative Change for Premium Life" would be the new company wide vision. As an objective to gain a global leadership status for their brand recognition, LG had set a mandate to provide maximum quality of the products and brand value. During the 2007 campaign, LG advertised their products with the aid of world famous paintings. This part of the campaign was a crucial starting point to present customers with the idea that LG is aiming for a creative change and a premium quality of life. LG's campaign, using world famous paintings is a good example of 'Art Marketing' which is believed to meet customer's needs with a premium quality way of life.

참고자료

· 없음