2012 Winners & Shortlists

Results and Effectiveness

In addition to the impact and the product engagement, LG was able to achieve • Campaign successfully extended the engagement from digital to mainstream • Positive word of mouth amongst friends and the crowd at JBR • Increased traffic on LG’s Facebook page with consumers inquiring about the next scheduled activity

Creative Execution

We decided to intercept consumers in their best gathering and outing destination - JBR (Jumeirah Beach residences) We mounted a real Optimus mobile phone on one of the lampposts in JBR. Consumers were prompted to call one of two specified numbers and wait for the voicemail. Callers then heard the phone ringing on the lamppost and were redirected after two rings to a recording that said: “Hello, I am Optimus, the first dual android smartphone, better known as gingerbread. Hey, look up, you are looking right at me, I climbed up this lamppost and now I am stuck. Please help me come down and I will be your friend forever. Don’t forget to share your experience with your friends and tell them there are other gingerbreads up for grabs. CONGRATULATIONS; LG life is good”

Insights, Strategy and the Idea

LG launched Optimus Dual SIM Net mobile - the first dual sim android with v2.3, better known as Ginger, on their Facebook fanpage In this market, consumers perceive LG as a follower, rather than an innovator. We needed consumers to engage with the phone and experience the thrill of actually owning it; to try and change this perception. The challenge was to extend the engagement with consumers from the web and into the streets. We transformed passive media to a conversation starter.