Oregon-based Steelhead Advertising recently learned from LG Electronics USA that Point of Purchase Advertising International (POPAI) is awarding LG the 2011 Brand Chief Award for Retail Marketing Excellence. The award will be handed out at the 2011 Night of Honors being held tomorrow, December 8, at the Park-Hyatt in Chicago.

Having partnered with LG in their in-store marketing efforts since 2004, Steelhead has played an important role in developing LG’s consumer electronics and appliance brand through point of purchase advertising.

In 2011, LG keenly focused on 3D television. LG was first to feature theater-like, non-battery 3D glasses in their Cinema 3D displays in Best Buy. With an in-depth understanding of the CE shopper, LG products and the LG brand, Steelhead helped lay the foundation and create the materials to launch LG Cinema 3D. The centerpiece for these materials was a visually compelling in-store video entitled The Girl and the Butterfly. Designed to attract attention while demonstrating LG Cinema 3D technology, this video loop was fully produced by Steelhead in high definition 3D.

“It’s always exciting to work on a project that launches a new product,” Steelhead Account Executive Wes Barnhart said. “It’s even more exciting when the strategy pays off.”

Steelhead videos were also part of LG’s in-store displays inside many national appliance retailers including Sears, Bed, Bath and Beyond, and Best Buy. Steelhead’s point of purchase advertising for laundry and vacuum products helped LG launch many new products by educating consumers about their many innovative technologies, leading to increased sales and enhanced brand awareness.

“In-store marketing is the final brand frontier where the success of product launches are ultimately determined. You can do everything right to engage your consumers on their path to purchase (deploy effective awareness advertising and craft convincing online communications), but the impact of those efforts will be diminished if you have not ensured your brand is properly represented at retail,” Jason Ehrlich, Steelhead President said. “LG’s In Store Marketing team are world class marketers and are deserving of this award. We are so proud not only to be recognized for the great work we have done together, but even more importantly for the positive results this work brought LG in helping the brand win at retail.”

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