LG “Transforming Utility into Artistic Living”
More Info
(Client)
LG
(Service)
IMC / Communication / Event & Activation / KOL
(Industry)
Electronics
(Background)
As a pioneer in tech innovation, LG’s flagship products boast impressive technology, but this is not widely recognized in the Vietnamese market. As a lifestyle agency, it is our challenge to build a premium brand image for LG through their product leadership and explore new platforms beyond the highly recognizable tagline “Life’s Good”. It is time to showcase the full potential and excellence of LG’s technology to the Vietnamese market.
(Idea)
Transforming Utility into Artistic Living.
(Tactics)
We leveraged contemporary art and fashionable living to increase the premium image of LG and drive brand growth. We also partnered with artists, fashion icons and lifestyle influencers, such as BinZ, Ninh Duong Lan Ngoc, and Co Em Trendy, to generate trendy content and visually striking materials that promote LG’s “high fashion” brand image.
(Results)
LG regained No. 1 market share in super premium TV and OLED TV categories; No. 2 in UHD TV category in Vietnam for the first time. “LG XBOOM Go” TVC became the second most successful TVC featuring rap artists. Videos produced for the brand generated earned media via word-of-mouth marketing.
