LG Lotus Mobile Phone
| client/brand: | LG Electronics |
| target audience: | Women 16–25 |
Consumer Activation Target
Socially Connected Fashionista
Challenge
LG launched the LG Lotus to achieve Sprint’s initiative of gaining a larger share of mind among fashionable female consumers. LG wanted to promote the unique characteristics of the Lotus—a multimedia QWERTY device with a stylish and unique square shape—through a relevant and compelling consumer platform, to create immediate impact and long term buzz without using traditional media tactics. Due to the extremely competitive mobile phone environment, LG and Sprint needed to identify a campaign that was relevant, and would resonate with elusive female consumers to drive sales quickly.
Solution
To elevate awareness, build PR opportunities, and build online and offline engagements to drive purchase for Lotus, Alcone partnered LG with recent hit TV Show Project Runway winner Christian Siriano to position the phone as must-have accessory for Fall. LG provided an integrated campaign for Sprint to increase sales of Lotus by executing tactics during both a pre-launch phase to cultivate buzz, and a launch phase to drive sales.
The pre-launch included: NYC Fashion Week integration at Siriano’s fashion show, promotional spot on the NY Times Square electronic LG billboard, exclusive VIP LG Lotus Lounge with demos, pre-show broadcast spot on site, and “Phonerazzi”, taking pictures of guests and models at Fashion Week with the phone.
The launch phase included: LG and Siriano presence at the Emmy’s and Golden Globes, in-store POP, extensive product website and online social networking advertising. The campaign was also rolled out to local markets though Simon Mall Fashion Shows events with radio remotes.
Results
By partnering with Christian Siriano, and integrating into a fashion-focused campaign, we generated significant buzz for the LG Lotus and our style conscious consumer. The exclusivity of the one-of-a-kind LG Lotus-inspired fashion accessory, designed by Christian Siriano, created media buzz and excitement around the phone launch. Consumers interacted with the brand at all events and Lotus orders exceeded expectations. LG received more than double the projected PR value for the program, and total product sales exceeded expectations by 40%. PR and media impressions exceeded 60M. The campaign and partnership were extended into 2009 based on 2008 results.
