2014 Winners & Shortlists

The Brief

In a heavily saturated and competitive smartphone market, with regional penetration above 80 per cent, LG needed to reposition themselves at the top the category but simultaneously show in the launch of the G2 that their smartphone was different from the competition. Throughout the promotion of the phone, our principal challenge was to really emphasise that the G2 was designed for the user, rather than its technology, and its design centres on human connection, interaction and functionality - a phone to make life good. The LG G2 message throughout was always: learning from you.

Describe how the promotion developed from concept to implementation

To promote the human focus and leverage the brand, a diverse strategy was developed across radio, print, OLV, social media, events and online advocacy, to drive users to a live YouTube series, which featured celebrity hosts and technology experts: The G2 Lab. Ten days before, we gave 14 G2s to our experts and hosts to promote the launch on their professional channels, before inviting them onto the lab to discuss the phone. Promotional activities engaged viewers through real-time competitions, media sharing, and users from around the region also could dial in via webcam to discuss the phone live on air.

Describe the success of the promotion with both client and consumer including some quantifiable results

In just three weeks we had 600,000 unique visitors visit the G2 lab; over 2,000,000 YouTube views; over 750,000 Fans on Facebook; 16,000 new followers on twitter, with over 200,000 unique engagements and 8,000 unique stories were created online. In addition to this, LG’s growth in the region multiplied throughout the launch, brand loyalty increased by 7%, the social fan base increased by 20% and LG ranked Top 3 regional smartphone brand.

Explain why the method of promotion was most relevant to the product or service

Being social and socialising is an integral part of the culture in the region, so LG promoted the G2 smartphone to centre on human interaction and experiences. A phone designed for people and for everyday life. We knew that people relate best to people, so to emphasise the usability and social strengths of the G2, there had to be a strong human element in the media strategy. We needed to promote the G2 in a unique, social and personable way and choose mediums which had the best capabilities for person-to-person interaction.