Global
LG G5 Global Launch
LG had a new handset to launch. Globally. But it's a distant third to category darlings Apple and Samsung. They needed to appeal to smartphone shoppers who wanted a primary device that stands out like they do. See how in the case study below.
RESULTS:
- 21.8MM views in 1.5 months to TV spot via YouTube and Facebook, more than any previous LG video.
- Over 3 million organic views of TV spot — 380% more than the previous G-Series video.
- TV spot postings outperformed previous LG videos on average percentage viewed (90% vs. 65% for previous LG G-Series video content).
- Adweek's list of "Most Watched Ads on YouTube" in April 2016, placing LG among a set of other viral video ads that included Apple iPhone and Samsung Galaxy.
- Without paid media support, the website still saw engaged visitors from all around the world. On average, visitors spent four minutes on the site and engaged 15 different pieces of content.
- LG G5 and Friends Mobile Website won FWA "Mobile of the Day" for 21 May, 2016.
RESPONSIBILITIES:
- Creative / Integration Strategy
- Connections Planning
- User Experience Mapping
- Case Study (see below)
Case Study Excerpts
LG was a distant third in the category, far behind Apple and Samsung. They needed a strong global launch of their G5 handset and modular peripherals that would appeal to smartphone users who live to try new things.
The emotional sweet spot where LG's ambitions overlapped with their target consumers' playful enthusiasm for the unusual and unexpected: "if it's been done before, I'm not interested." This inspired the strategic imperative to stand out by being uncommonly playful.
Our campaign needed to show how the LG G5 and Friends (peripherals) help people play, and enjoy a life with more quirky fun in it. We articulated this with a tagline in the LG "life's good" parlance: "Life's Good When You Play More". This inspired campaign executions that challenged conventional thinking in film and offered a variety of "playable" breaks from category conventions online.