Transforming Utility into Artistic Living.
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.
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.