Agency: Mindshare UK
Role: Strategy Director
The challenge
LG Mobile aimed to build awareness and discussion 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 that seems cool.
My contribution
Strategy Director at Mindshare UK.
What changed
The 2 week campaign generated over 200k organic tweets about LG and caused the brand to trend for multiple days – giving prominence to a smaller phone brand in the category. Working in partnership with a retail promotion where more One Direction tickets could be won, LG mobile saw a 400% sales uplift for the period.
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.
From strategy to expression
LG Tickethunter – a socially led UK-wide scavenger hunt for One Direction tickets running daily. Using a Google Maps / Twitter hybrid micro-site, we identified a new location every day where our brave LG ticket holder was waiting to be discovered. The more users tweeted the hashtag #LGtickethunter the more the map zoomed in, running until the tickets were found. The first person to find the location and yell “I’m an LG Tickethunter” won, before starting the process over again and setting Twitter abuzz in the process.
