LG promotes Optimus G Pro with Vine campaign

By Satrajit Sen , afaqs!, New Delhi | In Digital | August 30, 2013
The campaign aims to create buzz around the launch of the G Pro with a series of Vine videos made around the features of the product.

Electronics goods maker LG had used the social medium of Vine videos as an online campaign for the launch of the LG Optimus G Pro in India. The phone was launched in India in July and marks the company's entry into the high-end smartphone segment in the country.

Conceptualised by SkyHub, the digital creative and technology firm, the campaign was launched with a series of Vine videos made around the features of the G Pro smartphone, incorporating animations, social issues and traditional Indian art forms. The campaign, with the hashtag #ImaginationBegins, gained massive traction on Twitter and other social networks during its launch.

According to the company, the campaign aimed to create buzz around the launch of the G Pro and align with the core marketing theme of #ImaginationBegins. The campaign ran during July and August.

Amit Gujral, head, marketing, LG Mobile, says, "We knew we had to leapfrog the competition to reach our consumers in innovative and enjoyable ways in order to deliver an exciting and talked about campaign that resonated with our consumers. So the messaging around the G Pro was augmented using Vines, a unique medium never used before by marketers in India."

Gujral adds that the online medium is being touted as the most popular way to share information; platforms like Vine and Instagram look set to play an important role for Indian marketers.

He further adds, "SkyHub was highly innovative, metric driven and clear about the KPIs it were delivering. Most importantly, SkyHub team's thinking was like a creative agency but it delivered swiftly and efficiently like a news organisation."

Jay Chauhan, CEO, SkyHub, states that the brief for the agency was to create awareness amongst the TG about the innovative features of the G Pro. "LG aims to catch up with the current market leaders in the mobile segment with innovative new phones and corresponding innovative campaigns around them. Besides the creatives, we also delivered social media analytics and marketing insights to measure the performance of the G Pro campaign. Our metrics showed the Vines were delivering high engagement moments," he adds. The target audience of the product is SEC A+ people aged 15-35 years.

Chauhan further states that the engagement generated though this campaign was the highest amongst any non-TVC video content put up online, though he didn't reveal the numbers.

In August, LG Electronics appointed Havas Media Group to handle its media mandate, globally. The agency, which won the account after a multi-agency pitch process, will be responsible for the company's media duties in more than 60 countries.

In March, LG Electronics consolidated its entire creative business with GIIR Communications India, also known as LG Ad. The agency's Delhi branch was mandated to handle the account. LG Ad was also mandated to handle all digital duties for LG Electronics. Earlier, the social media and online reputation management duties were managed by Hungama Digital Media, while the SEO mandate was with NetBiz.

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