Firefly nabs global brief for launch of LG fridges

Firefly has won a global brief to launch Korean electronics conglomerate LG's new range of ‘chic' touch-sensitive refrigerators.

LG: looks to make fridges fashionable
LG: looks to make fridges fashionable

The Fulham-based firm is working directly with LG’s headquarters in Seoul to roll out the high-end range of fridges worldwide.

Firefly was the only UK agency to pitch for the ­account, competing against international firms for the six-figure project.

Firefly’s brief includes ­positioning these fridges as interior design elements rather than simple kitchen appliances. The range includes silver titanium and stainless steel designs as well as a Swarovski crystal-embellished fridge available only by special order. The rest of the line will be available in the UK exclusively at Harrods from the end of the month, with each fridge costing up to £1,199.

To kick-start the launch of the fridge range, Firefly recently hosted a press night at a Mayfair gallery, for which seven tonnes of ice were transported to London then sculpted by professional ‘block makers’. Firefly senior account director Rozzyn Boy said that the event was an attempt to reach both tech journalists on gadget magazines and writers on lifestyle and interior publications.

This is the first time Firefly has been appointed by LG’s Korean HQ to handle a project. The tech firm has been retained as the company’s UK agency since LG split with Ketchum last year over a conflict of interest (PRWeek, 15 September 2006).

Thus far Firefly has only done UK-specific work, with this win a result of a recent drive by LG to consolidate its PR accounts. LG retains Good Publicity for its air-conditioning business.

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