LG Cookie Pep calls out to youth outdoor

By Surina Sayal , afaqs!, Mumbai | In OOH News | March 18, 2010
The campaign is a youth centric one targeting the young hearts and inviting them to try out a new product from the LG kitty

Last month, LG Electronics India roped in three brand ambassadors - actors John Abraham, Genelia D'Souza and Abhay Deol - for LG mobile phones in India to reflect the imagery of fun, youthfulness and free spirit.

& #BANNER1 & #The first campaign for its LG Cookie Pep model is a multi media one including print, TV and outdoors.

The campaign is a youth centric one targeting the young hearts and inviting them to try out a new product from the LG kitty. The campaign's theme is 'Everything you need. Nothing you don't.'

Based on the TVC, the outdoor campaign has been launched in 35 major cities, including all the metros and state capitals, using billboards, unipoles, mall fašades, backlit BQSs and mobile vans.

While creative agency Rediffusion Y&R has worked on the campaign, the outdoor campaign has been executed by OMI, part of Laqshya Media. The brief to OMI for the outdoor was to capture the niche market of mid-segment mobile phones, mainly keeping the young generation in mind as the target audience. It was also to highlight the all new special features of the phone, such as Live Square and SNS.

Atul Shrivastava, vice-president and business head, North and East, Laqshya Media, says, "After the BL40 campaign, LG Mobile phones are drawing high eyeballs once again - it's for Cookie Pep this time. While the communication is crisp and lively, it has zapped the roads with youthful freedom and fun through the OOH campaign."

OMI planned to target strategic touch points, arterial routes and major hangouts to plot the media display and give a high impact to the brand with striking displays. For some hoardings, a lighting technology has been used to partially light them up. This is known as the Neo Outlining Effect. Cut outs with backlits have also been used on some outdoor formats like bus shelters and hoardings.

The campaign was launched on March 6 and will go on for a month.

Sudhin Mathur, business head, mobile communications, LG Electronics India, says, "As the competition is growing, visibility of the product is very important. Innovations will definitely help in brand recall. Even the best of products will not be successful if the communication with the customer is not in line." Not sharing how much this campaign is worth, he adds that Cookie Pep will be actively marketed and will be its biggest campaign till date.

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