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.