CLIENT
LG Electronics MobileComm USA
Michael Ahn, President- Mktg. LG Electronics USA
Juno Cho, President- LG MobileComm USA
Jeff Hwang, VP Mktg.- LG MobileComm USA
Jon Maron, Dir. of Mktg.- LG MobileComm USA
Jason Lee, Senior Advertising Mgr.- LG MobileComm USA
Niels Ailaud, Digital Mktg. Mgr.- LG MobileComm USA
AGENCY
Graham Turner, Executive Creative Dir.
Viola Cheung, Senior Strategic Planner
Tim McGowan, Senior Dir.- Integrated Mktg.
Kara O'Neill, Dir.- Integrated Mktg.
Jaime Costello, Senior Mgr.- Integrated Mktg.
Jessica Ball, Mgr.- Integrated Mktg.
MEC
SUMMARY
When LG entered the U.S. cell phone market in early 2004, the market was slowing and the target audience of 18-24-year olds, was difficult to reach. Knowing that this group could be motivated by a sense of being "in the know," the creative turned LG handsets into "the mobile phone to know," both in communication messaging and touch points. The campaign resulted in more than a 40% increase in revenue, 60% increase in unit sales and a significant increase in brand awareness and differentiation.
