LG Nigeria Launches Nationwide Hunt for Oldest Working Television to Boost AI TV Sales
LG Electronics Nigeria has initiated a marketing campaign seeking the country's oldest functioning LG television set, leveraging brand heritage to drive consumer interest in its artificial intelligence-enabled television lineup.
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LG Electronics Nigeria has launched a nationwide consumer engagement campaign to locate the oldest operational LG television in the country, employing nostalgia marketing as a strategic tool to strengthen brand positioning ahead of an expanded push into artificial intelligence-enabled television products.
The initiative, announced February 18, 2026, represents a calculated approach by the South Korean electronics manufacturer to bridge legacy brand equity with emerging technology offerings in Africa's largest economy. The campaign invites Nigerian consumers to submit evidence of functioning LG television sets, with the company promising recognition and rewards for verified entries demonstrating the longest operational lifespan.
Market Positioning Through Heritage Marketing
According to Business Day, the campaign directly supports LG Nigeria's commercial objectives for its AI television portfolio, which features machine learning algorithms for content recommendation, voice control, and adaptive picture quality. The durability-focused messaging aims to counter consumer hesitation around premium-priced smart television technology by emphasizing the manufacturer's track record for product longevity.
Nigeria's consumer electronics market has experienced significant transformation over the past two decades, with cathode ray tube televisions gradually displaced by LCD, LED, and now AI-integrated display technologies. Industry analysts estimate the Nigerian television market generates annual revenues exceeding $400 million, with premium segment growth outpacing budget categories as middle-class purchasing power expands in major urban centres including Lagos, Abuja, and Port Harcourt.
The nostalgia marketing approach carries particular resonance in Nigerian markets, where brand loyalty often spans multiple generations and word-of-mouth recommendations significantly influence purchasing decisions. By highlighting decades-old functioning units, LG positions itself against competitors including Samsung, Hisense, and Skyworth, which have aggressively pursued market share through lower pricing strategies.
AI Television Adoption Challenges
The campaign launch coincides with broader industry efforts to accelerate smart television adoption across sub-Saharan Africa, where infrastructure limitations including inconsistent electricity supply and limited broadband penetration have constrained uptake of internet-connected devices. LG's AI television range requires stable power and internet connectivity to deliver advertised features including streaming platform integration and automated content curation.
Market research indicates Nigerian consumers demonstrate increasing willingness to invest in premium electronics, with smartphone penetration exceeding 45 percent and creating familiarity with AI-powered features including voice assistants and personalized recommendations. Television manufacturers are positioning AI capabilities as natural extensions of smartphone functionality, targeting consumers already comfortable with algorithmic content delivery through platforms including YouTube, Netflix, and local streaming services.
The durability narrative also addresses practical consumer concerns in markets where after-sales service infrastructure remains underdeveloped outside major metropolitan areas. By showcasing decades-old functioning units, LG implicitly promises similar longevity for current-generation products, potentially justifying premium pricing relative to competitors.
Regional Electronics Market Dynamics
LG's Nigerian campaign reflects broader strategic priorities across African markets, where the company competes for position in rapidly expanding consumer electronics sectors. The continent's television market is projected to grow at compound annual rates exceeding 6 percent through 2030, driven by urbanization, rising disposable incomes, and expanding digital broadcasting infrastructure.
The nostalgia marketing approach may provide template for similar initiatives across other African markets where LG maintains significant historical presence, including Kenya, Ghana, and South Africa. Consumer engagement campaigns offering tangible rewards have demonstrated effectiveness in markets where social media penetration enables rapid information dissemination and viral marketing potential.
For LG Electronics globally, African markets represent growth opportunities as mature markets in Europe and North America experience sales stagnation. The company reported global television revenue of $15.2 billion in fiscal 2025, with emerging markets contributing an increasing proportion of total sales volume despite lower average selling prices compared to developed economies.
The campaign's success will likely be measured through multiple metrics including social media engagement, showroom traffic, and ultimately AI television sales conversion rates. As artificial intelligence features become standard across consumer electronics categories, manufacturers face the challenge of differentiating premium offerings in price-sensitive markets while building consumer confidence in emerging technologies.