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April 2007 - Strategy Magazine
Media deconstructed

Best phone sex (er, sexy phone) scene immersion
Mediaedge:cia: LG Chocolate launch - LG Electronics Canada

by Patti Summerfield
page 51

Chocolate and sex. Even scientists say they both fire up the same neurotransmitters in the brain. So when Mediaedge:cia was tasked with launching the new LG Chocolate mobile phone, you know what came to mind.

Bruce Neve, SVP/MD of Mediaedge:cia in Toronto, credits this connection idea - LG Chocolate equals sexy style - for the success of the campaign. But, he says: "The target was a challenging one to reach with relevant content and context because they're always out at clubs and exclusive events, and have very nontraditional leisure and media habits."

Goal

To launch the phone pre-Christmas in a way that would break through the competition's higher-budgeted clutter.

Target consumer

Young adults

Insights and strategy

In Canada, consumers usually select a service provider then get a handset as part of their contract. At Christmas, Rogers, Telus and Bell spend about $20 million touting monthly rates and a roster of premium-rich affordable phones. At the same time handset brands showcase their newest models touting areas where they can claim leadership.

LG Chocolate was not a leader, but it's stylish, sexy, beautifully designed and has a great name. It's a statement for scene-setters. The strategy: Work with the creative agency and PR/event co to say sexy is back and focus on the decadent nature of chocolate itself.

Consumer touchpoints

• TV

• Online

• Mobile

• Word of Mouth

• Cinema

• Exclusive-Access Event

Execution

To convey the idea that the Chocolate phone brings sexy back, the campaign focused on the scene, the people, the style, and the notion of limited access.

The first flight targeted Toronto to generate buzz for the launch: a VIP lingerie fashion show on Nov. 2. The second flight ran nationally to Dec. 10 with brand creative pushing the sexiness and style of the LG Chocolate.

Mediaedge:cia partnered with MTV Overdrive for a tie-in with Justin Timberlake (and his SexyBack hit single) via the European Music Awards, which he hosted, including exclusive sponsorship of the webcast televised on MTV.ca.

Chocolate's cachet was extended on TV with 30-second spots placed in style and celebrity specials. The 30 also ran in selected theatres in Toronto and Vancouver.

Mediaedge:cia worked with Toronto's Highroad Communications on posters in bars and clubs with trendster visibility. Highroad also created the VIP lingerie fashion show and generated buzz. The phone and the show were seeded at nightclubs by event teams of 15 to 20 social/style leaders who handed out tickets to the invitation-only event.

Online, a teaser campaign gave clues about a sexy VIP event and solicited mobile numbers for getting details on show day. Other cyber elements included a sexy quiz run on Dose.ca. BrandBuzz created many of the print and online elements.

Results

LG Chocolate became the talk of the downtown scene and the fashion show received extensive media coverage. Sales in the first 10 days of the campaign greatly exceeded monthly targets.

CREDITS

Mediaedge:cia

Ross Campbell, group planning director

Ryan Matier, media supervisor

Highroad Communications (event, PR)

Jessica Savage, account director

LG Electronics Canada

Andrew Barrett, VP of marketing

Steve Priener, senior manager, corporate marketing

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