LG Promo, Case study GIVE IT A PONDER by Y&R New York

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market United States
Agency Y&R New York
Director Ulf Johnansson
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Riechenthal
Creative Director Darren Moran
Art Director Jan Jaworski, Evan Benedetto
Copywriter Tara Lawall
Editor Carlos Arias
Released November 2009

Credits & Description

Category: Best Research
Agency: Y&R
Date of First Appearance: Nov 19 2009 12:00AM
Entrant Company: Y&R, New York, USA
Entry URL: http://www.giveitaponder.com
Executive Creative Director: Ian Riechenthal (Y&R New York)
Executive Creative Director: Scott Vitrone (Y&R New York)
Creative Director: Darren Moran (Y&R New York)
Senior Vice President/Director of Brand Planning: Frank Belle (Y&R New York)
Associate Creative Director/Art: Jeff Blouin (Y&R New York)
Associate Creative Director/Copy: John Battle (Y&R New York)
Art Director: Jan Jaworski (Y&R New York)
Art Director: Evan Benedetto (Y&R New York)
Copywriter: Tara Lawall (Y&R New York)
Executive Producer of Content Production: Alex Gianni (Y&R New York)
Executive Director of Content Production: Lora Schulson (Y&R New York)
Executive Director of Content Production: Nathy Aviram (Y&R New York)
Director: Ulf Johnansson (Smith & Jones Films)
Executive Producer: Philippa Smith (Smith & Jones Films)
Editor: Carlos Arias (Final Cut NY)
Account Management: Katherine Youtsos (Y&R New York)
Account Management: Alexandra Sloane (Y&R New York)
Media placement: Digital OOH - National Malls - 13, November 2009
Media placement: Digital OOH - Gatescape - 11. March 2010
Media placement: TV - Cinema - 19 November, 2010
Media placement: TV - ABC FAmily - 9, January 2010

Results and Effectiveness
To date, “Give It A Ponder” has garnered over 153 million media impressions in 167 countries. Independent testing (Millward Brown) shows that 87% of teens say that the campaign makes them think, “I should take time to think before sending a text because it could have negative consequences.” Independent research (Millward Brown) also shows that the campaign is catching teenager’s attention, as “91% of teens think the campaign is very different to other advertising they’ve seen.” Buzz about “Give It A Ponder” has had media pickup from NY Magazine and NPR to Fox News and Gawker.

Creative Execution
The “Give It A Ponder” campaign came to life with the help of James Lipton and the iconic motion of stroking one’s beard while thinking. The campaign launched online with a multifaceted website featuring an animated, talking beard. There teens could watch the films, connect with the Ponder Beard on Facebook, follow it on Twitter and get more information about mobile harassment on a Wikipedia page. Simultaneously, posters popped up in malls and on streets featuring teens stroking beards while thinking about the consequences of an inappropriate text. The films aired nationwide in cinemas before the teen blockbuster Twilight New Moon. They were also seen in schools on Channel 1 as well as on MTV and ABC Family. Additionally, the “Ponder Me App,” a free video chat plug-in, allowed anyone to grow a realistic looking beard. This app is the first-of-its-kind, combining facial recognition technology and a video chat effect.

Insights, Strategy & the Idea
Reflecting the LG commitment to “Life’s Good”, the Ponder campaign attacks the growing problem of teen mobile-phone bullying. Teens and phones are inseparable. And while many teens have been victims and witnesses of mobile bullying, even more don’t report it. Traditional schoolyard bullies torment the physically weak or socially outcast. Mobile bullies harass kids in the “faster crowd”. Think tabloid culture. Perpetrators say, “Well, that girl really did puke. I was there and had to tell my friends.” Research uncovered our unique insight. Teens wouldn’t consider the victim’s feelings but would consider the personal consequences of their actions. While they thought it right to share gossip because they were reporting on something true, all could come up with an “oops” moment when they sent a text they wished they hadn’t. They would tune out if we lectured but would listen if we suggested “think before texting” in the right voice.