LG Mobile
Borrowing fashion’s credibility to lower a phone’s social risk.
LG Mobile sponsored Grazia's 2012 fall fashion issue, putting its phones in editors' hands to cut social risk and win Best Use of Media Partnership.
the challenge
LG Mobile aimed to build credibility and adoption of their handsets within a UK market dominated by Apple and Samsung. Targeting younger users with their price point and messaging, they faced a challenge in disarming the perceived social risk of going beyond the safe choices in phone brands.
the strategic choice
Build credibility for LG’s mobile phones through association with other brands that will begin to diminish its social risk vs. more popular handsets. Arm potential LG mobile phone customers with a reason why they chose it, which can convey a sense of cool.
my contribution
Strategy Director at Mindshare UK.
what changed
The campaign significantly increased consideration of LG phones amongst a target audience of young, fashion engaged mobile phone buyers, as well as giving additional coverage and content such as Victoria Beckham holding the product. Additionally, the campaign won Best Use of Media Partnership at the 2012 UK Media Week Awards.
The insight
A phone can be technically valuable and socially poor, as phone choices are as much about the logo and the manufacturer as the phone itself. Younger audiences were most conscious about the social risk of being seen using a ‘cheaper’ or different brand, even if it was more affordable.
The strategy
LG + Grazia: A sponsorship of Grazia’s 2012 fall fashion issue that embedded LG phones into the production and documentation of an already ‘live’ issue. As the editors, models and fashionistas were involved with the issue, they were also given LG phones to document and share the experience, putting LG at the heart of a desirable magazine.
The work
