Scarlet on Air

LG Electronics' new Scarlet TV (LG60 Series) received a huge amount of attention at its glittering launch event ‘Scarlet on Air' held last night in Istanbul, Turkey. At just 1.7 inches (45mm) thick, it is the world's slimmest LCD television.

Its bright red back and feminine silhouette accentuates its profile; additionally, a round aperture surrounded by LED lights at the bottom of the bezel serves as a decorative focal point.

"What we are trying to do is to think outside of the box," said Hamad Malik, director of marketing, MENA, LG Electronics, at last nights launch.

"TV's are sold for their picture quality - but more so lately for their design. But when manufacturers talk about their design they talk about the face of the TV, what consumers look at and appreciate. However, we wanted to take the design to the next level, even from the back it has a beautiful colour and design," he added.

While the scarlet TV set already possessed its own unique charm through its slimness and red and black lustrous exterior, LG embarked upon a worldwide campaign, marketing the product through the formation of a fake television series to gain intrigue.

"LG and director/producer David Nutter found the right way to bring our latest innovation to life, humanising the technology through Hollywood actress Natassia (Scarlet) Malthe - she is the exact personification of the Scarlet TV's qualities - dazzling, enigmatic, intelligent and extraordinary," said Christopher Kim, president of LG Electronics, Turkey.

Referred to as an ‘Intelligent Fashion icon', the LG Scarlet breaks from traditional television design conventions, uniquely decorating any interior, and reflects an outstanding sense of style through its sleek aesthetic beauty.

"It is a very sheik product for offices as well as houses, and hotels; our target is commercial as well as domestic users. The image we wanted to project through this TV is smart technology with great designs. So, any consumer that believes in marrying these two concepts - what we call premium seekers - do not want to compromise either design or technology," said Malik.

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