Transform To Something Better
| client/brand: | LG Electronics |
| target audience: | Men 18–34 |
Consumer Activation Target
Early Adopter of Technology; Technology Savvy
Challenge
Leverage LG’s sponsorship of the movie Transformers: Revenge of the Fallen to launch the LG Versa handset in partnership with Verizon Wireless.
Solution
Create a promotion that would resonate with the target audience of males 18–34, and showcase the link between the movie message of “more than meets the eye” with LG’s “Something Better” brand proposition.
The “Transform to Something Better” sweepstakes would drive sales and interest of LG mobile phones via a one-of-a-kind retail experience that would invite the consumer to “command the call”: the opportunity to send someone a pre-recorded message from Optimus Prime via a toll free number. The consumer would enter to win the sweepstakes after completing the call process or online within the brand’s microsite.
The promotion was supported by a very desirable POS kit and online vehicles.
Results
Exceeded all KPI goals for retail and online channels, and gained incremental promotional support from Verizon Wireless. In addition:
- Over 25,000 people “commanded the call” and more than 55,000 entries were received
- More than 6,500 stores participated in the program
