Challenge: Back in July, LG Electronics launched its new range of smartphones, the L-Style series. Although the range received media interest at the time of launch, LG wanted to increase awareness of the product and establish the brand as a leader in smartphone design using their newly signed ambassador, Erin McNaught.
In addition to this, LG wanted to promote the functionality and convenience of the Quick Memo feature, a technology which is exclusive to the L-Style range.
Ultimately, LG were keen to build word-of-mouth recommendations around the product and ultimately drive purchase, which proved challenging given the product had already been on the market for three months.
Strategy: On the 4th of October, Pulse’s LG-One team worked with Erin McNaught and LG Electronics to host Sydney’s first LG smartphone scavenger hunt. Erin visited four well-known Sydney landmarks throughout the day, tweeting picture clues as to her whereabouts to give fans a chance to find her. The first five people to find Erin at each of the locations won their very own LG L-Style smartphone, simply by telling Erin the winning phrase: “I’m all about L-Style”. To showcase the phone, Erin used the Quick Memo feature for each of her clues, a technology which lets users draw messages on photos taken and then share them via their social networks.
Results: By the end of the day, 20 very happy winners walked away with their own brand new LG L-Style phone and subsequently tweeted about it via their networks. In the lead up to the activation, key coverage was secured in metro titles including mX Sydney and an exclusive interview on 2DAY FM’s Kyle and Jackie O Show on the morning of the hunt. The day saw in excess of 150 tweets with a total reach of more than 3 million Australians. Well-known Australian celebrities such as Jennifer Hawkins and singer/songwriter Gabriella Ellis had visibility of the LG L-Style Scavenger hunt, tweeting about it on the day to their own networks. The activation also made an impact on Instagram, with a total audience reach of close to 100,000 followers and more than 500 likes.
LG-Electronics, a worldwide design leader in mobile technology officially launched its addition to the Smartphone market in a warehouse in Alexandria on 6th July 2010. Ogilvy PR’s Australia’s consumer public relations agency Pulse Communications worked with LG Electronics’ Mobile Marketing team to execute the launch of its Android handset, and to raise awareness of it latest Smartphone offering amongst Australian media and retailers.
The warehouse was transformed into five different spaces to encapsulate various features that the Optimus offers. Pulse Communications worked with Rizer Events to execute the launch.
The five rooms consisted of a tattoo parlour, featuring a girl being tattooed, this highlighted the phone’s Google Goggles App that can recognise logos and images. It then provides a Google search result based on the findings.
A comedy lounge highlighted the phone’s social networking capabilities as comedians performed and the guests Tweeted feedback and topic requests. The music room saw renowned guitarist Peter Northcote perform as guests were able to look up song lyrics with the Optimus handsets.
The party was attended by consumer, technology and lifestyle journalists, LG partners and employees. Media attendee highlights included The Sun Herald and In Style, Appliance Retailer, Madison and Rolling Stone.
In addition guests also had the chance to rub shoulders with the stars as Pulse Communications secured the attendance of a number of high profile celebrities including sports star Lauren Eagle.
Results of the campaign to date include: 32 product related reviews and a highly coveted social pages piece in a key metro publication. An ongoing review amplification program planned for August/September.