“소니와 삼성은 2D에나 신경쓰세요”
이 같은 비교 광고기법은 한국에서는 흔히 사용하지 않는 광고기법이겠지만, 미국에서는 쉽게 볼 수 있는 광고 전략 중 하나다. 특히, 자사 제품의 우수성을 효과적으로 알리기 위해서 많은 기업들이 활용하는 기법 중 하나라고 할 수 있다. 미국에서 대표적인 비교 광고라면 ‘코카콜라 vs 펩시’라고 할 수 있다. 최근에는 통신사인 ‘버라이즌 vs AT&T’가 3G망에 대한 비교광고를 실시하기도 했다. 자동차 업계서도 ‘아우디 vs BMW’ 등 미국 광고 산업에서는 비교 광고를 쉽게 볼 수 있으며, 다양한 분야에서 비교 광고를 통해 자사의 우수성을 알리는데 기업들은 많은 투자를 아끼지 않는 것이 미국 광고업계의 모습이다.
이 소식은 삽시간에 퍼져 나가 단 며칠 만에 170개가 넘는 TV 방송국, 950여 개의 라디오 방송국과 유력 일간지인 USA투데이, 월스트리트저널 등의 신문사와 뉴욕타임스(온라인판), 블로그 및 온라인 매체에서 이 소비자 조사 결과를 다뤘다. 소비자와 언론 모두 전반적으로 긍정적인 반응과 함께 차세대 LG 시네마 3D TV를 반기는 모습이다. 데이비드 그레그 소비자 산업 전문가가 미국 NBC와의 인터뷰에서 “조사에 따르면 3D 기술을 경험한 이용자 5명 중 4명이 소니와 삼성 대신 편광 안경 방식, 즉 LG가 선보인 시네마 3D 기술의 우수성을 인정했다.(IN 3D TV TESTS 4 OUT OF 5 PEOPLE CHOOSE LG CINEMA 3D OVER SONY & SAMSUNG.)”고 밝히면서 LG가 두 경쟁 기업을 제쳤다는 사실이 매우 놀랍다.”고 덧붙였다.
U.S. CONSUMERS PREFER LG CINEMA 3D OVER SAMSUNG AND SONY
LG Electronics USA launched a bold, innovative campaign based on a new consumer study that shows consumers prefer LG CINEMA 3D’s overall immersive experience, picture quality, 3D effect and 3D glasses.
The independent research confirmed that more than 80 percent of consumers prefer the overall 3D experience of the cinema-like next-generation passive 3D TV technology from LG Electronics over active 3D TVs from Sony and Samsung.
Full page ads in USA Today, Wall Street Journal and LG’s own LED sign in Time Square, NY said it best – “Hey Sony & Samsung, Better Stick to 2D” as the LG CINEMA 3D technology is preferred by four out of five of consumers over Sony and Samsung’s active 3D.
The news spread fast. In just the first couple of days, more than 170 TV stations, 950 radio stations and numerous newspaper, blogs and online media outlets covered this emerging consumer story. The response from our consumers and media are generally positive and welcoming the next-generation LG Cinema 3D TV. One of the consumer industry experts, David Gregg told NBC: “The study found four out of five users of this technology found that the superior was passive, specifically LG and their CINEMA 3D technology as opposed to the competition out there, Sony and Samsung. They beat them, which is pretty incredible.”
The consumer research conducted by Morpace Inc. was designed to measure consumer preference between3D technology which uses active-flicker glasses that sync with an emitter on the TV and passive technology that uses polarized glasses similar to those used in movie theaters. The survey measured real-time feedback from consumers and shows that LG’s CINEMA 3D passive technology is preferred by consumers across all measured categories, including overall 3D experience, 3D picture quality, 3D effect, and 3D glasses. The third-party study was commissioned by LG Electronics USA.
When asked which TV provided a better overall 3D experience, 80 percent preferred CINEMA 3D over active-flicker sets from Samsung and Sony*. In addition, more than three quarters of the respondents preferred LG CINEMA 3D for the immersive 3D experience (78%), 3D effect (77%), overall picture quality (77%) and 3D glasses (78%)*. In the live controlled test, respondents saw a total of four 3D TVs that displayed the same content and were asked to rate their experience with each. The TVs, questionnaire and glasses were all meticulously de-branded to ensure that brand perceptions had no impact on consumer preference. For full survey results and methodology please visithttp://www.LG.com/Cinema3D-research.
Driven in part by the expected growth of passive 3D TVs, consumer adoption of 3D TV is anticipated to intensify over the next five years. Market research from the Consumer Electronics Association forecasts annual sales of 3D TVs are expected to top 10.5 million units, accounting for 40 percent of the overall TV sales volume by 2014. IHS iSuppli research estimates that by 2015 more than half of global 3D shipments will be passive 3D models.
“Consumers had very strong reactions to the two types of 3D HDTV technology available on the market,” said Duncan Lawrence, President, Morpace Inc. “Our research shows the overwhelming preference for passive technology and LG CINEMA 3D in every category measured and our data suggests that LG’s technology has the potential to become the leading 3D format.”
LG CINEMA 3D TVs use a similar 3D technology employed in movie theaters. The Film Patterned Retarder (FPR) optimizes the separation of images for the left and right eye, which are then filtered through the polarized glasses. Individual left and right eye images are then combined for a 3D picture in Full HD1080p. This gives viewers a great 3D effect without the flicker of active-shutter glasses and also virtually eliminates cross-talk, providing an outstanding 3D viewing experience. In addition, the low cost of the glasses makes LG CINEMA 3D the ideal choice for families and friends who want to watch compelling 3D content together.
Three series of LG CINEMA 3D models are now available, the LW6500 with 47, 55 and 65-inch class screen sizes (47.0-, 54.6- and 64.7-inch diagonals, respectively) and the LW5600 and LW5700, with 47 and 55-inch class screen sizes (47.0- and 54.6-inch diagonals, respectively). Each LG CINEMA 3D HDTV is bundled with four pairs of lightweight, 3D glasses and additional sets of glasses are available for purchase.
For more information on LG CINEMA 3D, please visit http://www.lg.com/us/tv-audio-video/discoverlgtvs/cinema3d/index.jsp
*Based on LG consumer perception study of LG Cinema 3D TV vs. Samsung and Sony active 3D TVs in factory default settings, May 2011. LG TV model 47LW5600 with model AG-F200 glasses; Samsung TV model UN46D6420 with model SSG-3100GB glasses; Sony TV model KDL-46EX723 with model TDGBR100/B glasses. Certain claims are based on percentages which have been rounded to the nearest tenth of a percent. 4 out of 5 claim is based on overall 3D experience. Glasses claim is based on weight, comfort and overall preference among all participants surveyed._M#]
클라라 장(Clara Chang) 차장은 현재 LG전자 북미지역 본부에서 Corporate PR을 담당하고 있으며, 북미지역의 LG브랜드 이미지를 높이기 위한 PR 활동에 주력하고 있다. 특히, 미국 내 미디어와 고객에 대한 사례 연구에 매진하고 있으며, LG로고의 의미를 북미 전역에 전파하는데 많은 노력을 기울이고 있다.