Innocean to launch campaign for the phone that ‘shoots’

Is it a camera or a mobile, or both? LG Electronics’ new mobile handset, Viewty, is certainly going to prompt this query. Viewty, the professional level camera phone, has sold more than 310,000 units globally and has now been launched in India – within five weeks of its launch in Europe.

Innocean, the agency handling LG’s GSM account, will soon unveil an ad campaign to promote the Viewty. The campaign comprises more below-the-line activities, which will be then followed by an intense above-the-line action.

Says Rajesh Laikh, vice-president, Innocean Worldwide, “For Viewty, the focus will be more on creating awareness at the retail outlets or points of purchase.”

Besides rolling out a TVC, LG also plans to focus more on the print media to educate consumers on the special features of this handset.

Viewty is a professional level 5 mega pixel camera phone certified by Schneider-Kreuznach for distinct clarity. It has features that are found in many high-end stand-alone cameras and comes with a Xenon flash. Combining style with functionality, this high tech handset includes manual focus, which enables the camera to focus on any point at the user’s convenience and gives a perfect picture every time.

V Ramachandran, director, sales and marketing, LG Electronics India, says, “Mobile users are aspiring for better quality images to capture life’s special moments and we have responded to the market needs by launching Viewty.”

LG has great hopes of the Viewty with which it intends to tap a premium target audience. LG intends to be among the top three players in the mobile handset market and has decided to focus more on premium models. It expects to up its market share in the GSM segment to 8 per cent from the current 1.6 per cent.

Priced at Rs 21,900, LG has tied up with around 5,000 retailers to sell the Viewty.