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 Caros Arias
Released November 2009

Credits & Description

Category: Best Use of Integrated Media
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)
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)
Account Management: Katherine Youtsos (Y&R New York)
Account Management: Alexandra Sloane (Y&R New York)
Director: Ulf Johnansson (Smith & Jones FIlm)
Executive Producer: Philippa Smith (Smith & Jones Film)
Editor: Caros Arias (Final Cut NY)
Media placement: Microsite - Internet - 19 November 2009
Media placement: TV Campaign 2 Spots - Cinema - 20 November 2009
Media placement: TV Campaign 4 Spots - MTV, ABC Family, Channel 1 - 23 November 2009
Media placement: OOH - Digital Mall Kiosks, Store Front Gatescape - 23 November 2009
Media placement: I-Chat Application (Ponder Me App) - Internet - 30 December 2009

Results and Effectiveness
With the help of the “Ponder Me App,” the campaign 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.” Buzz about the campaign and the “Ponder Me App” has been featured in a wide variety of media, including The New York Post, NY Magazine, The Washington Post Online, NPR, G4 TV and on popular websites like Jezebel, Gawker, Vanity Fair and Notcot.

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
Every day, millions of teenagers use their mobile phones to send mean texts and inappropriate photos. LG wanted to be the first mobile phone company to stand up against this mobile harassment, and to encourage responsible texting. Research indicated that most teens do not even acknowledge the fact that mobile harassment is a problem to begin with. We realised that we couldn't completely change teens' behaviour, but we could encourage them to take a minute and think before they send a text. From this insight we created the “Give it a Ponder” campaign, which encouraged teens to give it a “ponder,” or a good long think, about the consequences of sending that text or picture.