Testimonial: LG Electronics
LG re-enforced 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 to proved that in Formula One, Life is Good
Martin Heckers, Senior Director of Partnership Marketing for JMI explains how JMI's insider knowledge, influence and relationships impacted the early process of analysis for LG. Andrew Barrett, VP Marketing, CMO HQ, Global Sponsorships for LG Electronics explain the objectives that LG set for their participation in Formula 1 and now entering their second year, the learning from the program and how 2010 will be different.
