LG TEXT ED by Alcone Marketing Group, LF-One for LG

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LG TEXT ED

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Agency Alcone Marketing Group
Art Director Renata Cambauva
Account Supervisor Claire Markovsky, Erica Samadani
Agency LF-One
Released August 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: LG MOBILE PHONES
Product/Service: LG TEXT ED CAMPAIGN
Account Director: Jacqueline Cox (LG-One)
Account Supervisor: Erica Samadani (LG-One)
Executive Vice President: Monica Bouldin (LG-One)
Account Director: Analisa Schelle (LG-One)
Directors: The Fleming Brothers (merit/andrew)
Chief Creative Officer: Luis Camano (Alcone Marketing Group)
Vice President/Creative Director: Kevin Kleber (Alcone Marketing Group)
Art Director: Renata Cambauva (Alcone Marketing Group)
Executive Vice President/Managing Director: Ray Gottschalk (Alcone Marketing Group)
Vice President/Account Director: Heather Eichele (Alcone Marketing Group)
Account Supervisor: Claire Markovsky (Alcone Marketing Group)
Media placement: Multimedia Press Release - People.com, The Insider - August 25, 2010
Media placement: Multimedia Press Release, B-Roll Feed - Extensive Local Broadcast Placement - December 15, 2010
Media placement: Multimedia Press Release - The View, Associated Press TV, Better TV, Access Holywood Live, Fox & Friends - December 23, 2010

Summary of the Campaign
A first-of-its-kind program among mobile phone manufacturers in the U.S., LG Text Ed was created to educate parents and teens about the pitfalls of mobile phone misuse. The initiative was an effort to curb dangerous mobile behaviours such as "sexting", texting while driving and mobile bullying. To appeal to the target audience, LG enlisted the help of award-winning actress, Jane Lynch, to create a viral video web series that was both funny and educational.

Harnessing Jane’s comedic appeal, the team developed a series of five viral videos, starring Jane Lynch, that mimicked a school Sex Education class, only this time it was "Text Ed".

Following production, the agency teams devised a strategy for maximizing exposure with the videos. The first three videos were released as part of the program launch with exclusive coverage by People.com and The Insider. LG debuted the fourth video as part of their involvement in the Federal Communication Commission’s Generation Mobile Event, where Jane Lynch participated live via Skype. The final video was released following a broadcast media tour with Jane Lynch.

In 2010, Jane Lynch’s involvement in the campaign resulted in $8.3 million in public relations value (as measured by LG's ad equivalency equation).

The Situation
Providing new insight into the complexities of contemporary parenting, the "LG Text Ed Survey" found that 28 percent of parents admitted to some form of sexting and 44 percent of parents admitted to texting and driving. Combined with increasing instances of cyber bullying and other harmful behaviours brought on by the proliferation of mobile technology in the hands of teens, LG felt it was time to take action. The company created LG Text Ed to help educate parents and teens about the pitfalls of mobile misuse and provide the tools to start the conversation between parents and their teens.

The Goal
Establish LG Mobile Phones as a company that cares about responsible mobile phone use.

Position LG Mobile Phones as the first and only mobile phone manufacturer taking a public stance on this issue by creating awareness and providing parents with credible and practical counsel.

Generate PR value (as measured by LG’s ad equivalency equation).

Generate measureable impressions among target audience, including unique visits to the new website (www.lgtexted.com), video views on YouTube and Facebook “Likes”.

Research included a survey conducted by TRU Research delving into parents and teens' mobile behaviours.

The Strategy
Based on an assessment of well-liked and audience-appropriate celebrity spokespeople, LG enlisted award-winning actress, Jane Lynch, to create a viral video web series that was both funny and educational.

Harnessing Jane’s comedic appeal, the videos mimicked a school Sex Education class, only this time it was "Text Ed". The videos addressed sexting, mobile bullying and texting while driving and provided parents with tips on how to talk to their kids about mobile phone misuse.

Execution
Following the production of the videos during the summer of 2010, the team developed a strategy for releasing the videos over time to maximize viral distribution and exposure.

The first three videos were released as part of the LG Text Ed program launch in August with exclusive behind-the-scenes entertainment coverage by People.com and The Insider.

LG debuted the fourth video as part of their involvement in the Federal Communication Commission’s Generation Mobile Event, where Jane Lynch participated live via Skype.

The final video was released immediately following a national media tour with Jane Lynch at the end of the year where she appeared on Associated Press TV, Better TV, Access Hollywood Live, Fox & Friends and The View.

The campaign ran according to plan with maximum exposure during peak back-to-school and holiday periods.

Documented Results
In 2010 Jane Lynch’s involvement in the LG Text Ed campaign, including appearing in and promoting the videos, resulted in $8.3 million in PR value (as measured by LG’s coverage tracking and ad equivalency equation). The YouTube videos generated a total of 38,420 views and 18,070 Facebook users "Liked" the LG Text Ed page.

The total public relations value of the campaign nearly doubled the goal of $8 million, totalling $14,325,154.

By the end of the year, LG Mobile Phones had established itself as a resource for information on mobile misuse, securing an invitation from the Federal Communications Commission to participate in their first Generation Mobile summit.