LG
LG reinforced its commitment to becoming the dominant global consumer electronics company by announcing a significant, multi-year sponsorship of Formula 1™. The JMI-brokered agreement grants LG five Global Partner, Official Partner and Official Product designations, exclusive branding credits within the international live broadcast as well as significant activation rights at every Grand Prix and in non-race markets around the world.
JMI helped drive activation throughout 2009 via hospitality, in-market activations and a best-in-class online activation portal. The truly global nature of this program is underlined by some impressive first year statistics: 43 markets activated the program across every one of LG's regions, more than 1300 individual creative executions have been approved and more than 3000 guests enjoyed race hospitality during the 2009 season. During its first year in the sport, JMI guided LG to achieve a number of firsts in its mission to build targeted brand awareness as a technology leader and increase preference amongst global customers and consumers. In Malaysia, JMI assisted LG in shooting a TV commercial set in a Formula One race context and in Monaco, LG pushed boundaries once again by filming in full HD.
LG also developed the title sponsorship role of the inaugural F1 Rocks event in Singapore to extend the reach of its Formula One program to music fans through brand associations with artists such as Beyoncé, Black Eyed Peas and No Doubt. Despite the success of the program in 2009, thoughts at JMI have already turned to the season ahead with key focus being placed on the elevation of existing activations in addition to the creation of new and unique platforms for LG to prove that in Formula One, Life is Good!