LOVE CODE for LG

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LOVE CODE

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: LG Electronics Thailand
Product/Service: MOBILE PHONE
Chief Creative Officer: Martin Lee (McCann Worldgroup (Thailand))
Executive Creative Director: Saharath Sawadatikom (McCann Worldgroup (Thailand))
Senior Art Director: Keatnapin Sobhinnon (McCann Worldgroup (Thailand))
Copywriter: Prayer Trairatvorakul (McCann Worldgroup (Thailand))
Art Director: Chotika Ophaswongse (McCann Worldgroup (Thailand))
Technology Consultant: Wichian Yungmeesuk (McCann Worldgroup (Thailand))
Flash Programmer: Kongsak Pongsuradate (McCann Worldgroup (Thailand))
Digital Strategic Planning Director: Chawana Praesrisakul (McCann Worldgroup (Thailand))
Account Manager: Peerunthron Chaisrirattanakul (McCann Worldgroup (Thailand))
Account Executive: Nutcha Mauthorn (McCann Worldgroup (Thailand))
Media placement: Website - Website - 1 Mar 2010
Media placement: Facebook - Fan Page - 1 Mar 2010
Media placement: Hi5 - Fan Page - 1 Mar 2010
Media placement: Banner - Sanook, Kapook, Dekdee - 1 Mar 2010
Media placement: EDM - Email - 1 Mar 2010

Summary of the Campaign
LG wanted to introduce Lollipop, a clamshell mobile phone with 3G technology in 5 different colours, to the market. To sell a phone, there are 2 things to talk about: the voice function and non-voice features. However, Lollipop had to compete with the 2,400 models currently in the market. This time, in order to differentiate the product, we looked at a function that seemed like nonsense and made sense out of it: “LED icon display.” “Lollipop Love Story,” a series broadcast in 5 webisodes told the story of teens and communication using LED signs. LED signs played a significant role in revealing the story. The effectiveness of this campaign generated free PR and buzz where articles were covered in newspapers, magazines and most importantly by word of mouth from both target segments and PR across both offline and online media. The campaign was talked about in various blogs, shared over 10,000 times and linked back to the microsite. The LG Lollipop sold out within the first month.

The Goal
LG wanted to introduce Lollipop, a clamshell mobile phone with 3G technology in 5 different colours, to the market and it ensure it got a postive reaction with its target audience. To sell a phone, there are 2 things to talk about: the voice function and non-voice features.

Results
Over 1,000,000 unique visitors within the first month, 15 times more than industry standards. The website had more than 252,200 subscribers with 41% returning visitors. The effectiveness of this campaign generated free PR and buzz where articles were covered in newspapers, magazines and most importantly, word of mouth from both target segments and PR across both offline and online media. The campaign was talked about in various blogs, shared over 10,000 times and linked back to the microsite. LG Lollipop sold out within the first month. Revenue generated was at 80,000,000 Baht after campaign launched, or 200% more than expected.

Execution
Make “LED icons/signs a new language among teens.” We started by making the “Lollipop Love Story,” a series broadcast in 5 webisodes that told the story of teens and communication using LED signs. The Korean-style series reflected K-Pop culture among teens; it featured a girl and 2 boys who came from different countries and found difficulties communicating with each other. LED signs on the Lollipop mobile phone played a significant role in revealing the story. This buzz was further generated with the target post-webisode-launch through PR and word of mouth on online forums. How-to’s and ways of communicating using LED was developed on forums for further engagement with these virtually connected teens.

The Situation
We were launching the LG Lollipop phone and needed to ensure it got media attention as there are 70 mobile phone brands and 2400 phone models currently in the market.

The Strategy
This time, in order to differentiate the product, we looked at a function that seemed like nonsense and made the “LED icon display” out of it. We wanted to higlight a function that would connect people to the mobile phone.