2014 Winners & Shortlists

Brief Explanation

LG’s G2 centres on human interaction and connectivity. In a saturated smartphone market, the challenge was to emphasise the G2’s usability over its technology. People learn from people, so a human element was pivotal to our multichannel strategy. Radio, print, OLV, social media, events, search and online advocacy, drove users to a live series on YouTube: The G2 Lab. Celebrity hosts and guest experts were given G2’s to promote the launch, before discussing the phone with viewers, who dialled in via webcam, live on the lab. Brand loyalty increased 7%, growth multiplied and LG ranked Top 3 regional smartphone brand.