LG air conditioners has gone in for a brand new repositioning along with its foray into ATL communication with the launch of its first TVC

LG air conditioners has gone in for a brand new repositioning along with its foray into ATL communication with the launch of its first TVC. In-house agency of the brand, LG Ad has created the commercial that promotes the new brand proposition of 'life conditioning'.


The TVC revolves around a healthy and energetic family that breaks into an extempore game of football all because of the energized environment that the family lives in.

On the brief given to the agency, Lakshmikant Gupta, chief marketing officer, LG India said, “The brief was to create a significant emotional differentiator in a category which is centred around cooling and energy saving. The role of communication was to challenge the consumers’ paradigm of how ACs are viewed and bought by taking the proposition to a level beyond functional aspects of the product.”

Talking about the brand’s strategic journey, Nitin Makdani, business head, LG Ad said, “Since effective cooling is now more of category hygiene, the brand has to talk about an evolved benefit to have a wider appeal to people.” Rajib Sinha, general manager, client servicing added, “Hence the shift in strategy: From Air Conditioning to Life Conditioning.”

Elaborating on the development of the TVC, Dipansu Saha, creative head, LG Ad, said, “First and foremost, ‘revitalizing your living environment’ was an exciting platform to operate on. The creative process began with finding novel expressions for the same. The stakes were really high, more so because it was our first TVC. The playground idea found favour internally as well as with the client because it conveyed the desired message in a fresh and exciting way.”

An integrated campaign including print, outdoor and online would support the TVC. .

Credits:

Creative Agency: LG Ad
Client: LG Electronics
Business head: Nitin Makdani
GM – client servicing: Rajib Sinha
Creative head: Dipansu Saha
ACD (copy): Rakesh Kumar
Production house: Electric Dreams Film Company
Director: Oni Sen

Music Studio Air Conditioning Kit

This is a complete installation kit for music studio air conditioning

Includes the following:

• 1 x Fujitsu air conditioning heat pump inverter ducted unit ARY18L
• 1 x Infra-red remote controller
• 6m x Pipe work for indoor and outdoor unit + cable + wall bracket
• 20 m Attenuated noise reducing insulated ducting
• 1 x Return Grille
• 3 x diffuser outlets and fixing collars
• 3 x Spigot outlets for air conditioning unit

For Music production studio air conditioning noise attenuation is the key to successful low initial Db levels we recommend the Fujitsu ARY ducted air conditioning units. We have provided many music studios with these units which have proved to be very quiet once installed. Perfect for areas where you want concealed air conditioning. Units can be seated upright for floor based applications or mounted above a ceiling. Fujitsu have developed the DC inverter system with a circuit V-Ram. The result is a reduced sized DC compressor which, in addition to providing greater performance, allows the appliance to heat up efficiently even when the outside temperature is very low. Unlike conventional systems, the Fujitsu inverter technology adapts the speed of the compressor to the needs of each moment, consuming only the energy required. This allows temperature swings to be reduced drastically and maintains a margin of between ±0,5ºC, providing greater room temperature stability and comfort.

Ultra compact units

These low-profile models (21.7 cm in models of up to 5,400 W and 27 cm in models of up to 14,000 W) are also extremely compact as the junction box is built into the side of the unit.

More convenient maintenance

To facilitate the maintenance of the units as much as possible, the structure of the base has been divided into two pieces (front and rear). In addition, the position of the fan has also been developed in 2 pieces (one higher and one lower).


Product Key Feature's

• High CoP, up to record 4.19
• Infra-red controller
• Slim construction 217mm
• Pipe runs up to 25 metres
• Noise – 28dBA on low
• Back-up switch for loss of controller
• Cold draft prevention on heat pump start up
• Fault diagnosis
• Auto re-start after power interruption
• PRE-CHARGED WITH REFRIGERANT for up to 10 metres pipe length
• With “Power Diffuser” effect for greater comfort.
• Automatic cleaning function.
• Cleaner and healthier air with ion generator incorporated in indoor unit.
• Low ambient tested to -15 Deg/C in heating.
• M a x i m u m i n s t a l l a t i o n v e r s a t i l i t y
• R e m o t e c o n t r o l w i t h t h e r m o s e n s o r
• Light weight noise absorbing outdoor unit.


ASY Wall Mounted ARY18L
Power source 1 ph 240V
Type Inverter rotary DC
COOLING (nominal) max. kW 5.2 / 17000 BTU
HEATING (nominal) max. kW 6.2 / 18000 BTU
UK Cooling (max) kW n/a
UK Sensible Cooling kW n/a
E.E.R. n/a
Energy label in heating C
Energy label in cooling C
C.o.P 3.26
ECA - Yes

INDOOR UNIT

Exterior dimensions (mm) 595 x 953 x 217
Net weight kg 25
Sound Pressure Level* dB(A) (F/M/S/Q) 34//31/28/

OUTDOOR UNIT

Exterior dimensions (mm) 650 x 830 x 320
Net weight kg 54
Power Source Rating MCB A 15A
Refrigerant max piping length m 25
Pre-charged with 10m refrigerant R410a
Sound Pressure Level* dB(A) - 49
Pipe sizes - 1/4" / 1/2"


This installation also includes the following:
Pipe kit For KFR-51GW/X1c (1/2" + 1/4") Pipe kit For KFR-51GW/X1c (1/2" + 1/4")
£41.00
30 meters x 150mm ducting with 4 x 150mm difusers set 30 meters x 150mm ducting with 4 x 150mm difusers set
£359.00
Spigot outlet for Fujitsu Air Conditioning ARY ducted unit
£155.00

Event Air Conditioning

If you are going to stage an outdoor event, wedding, TV/film production, conference or marquee event then we may have the air conditioning to suit you. When equipment or weather conditions make things hot then your event may depend on keeping your guests, staff or customers cool. We can provide cooling from 7kw to 125kW with portable air conditioning or fixed systems. We have provided cooling solutions for TV productions within the UK and the Americas and have experience.

visit: www.orionairsales.co.uk for a full list of units.