LG Case Study

1. MKT.011.0
DISPLAX™ CASE STUDY
LG COOKIE
How to increase
sales using
product
experimentation
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2. Discover how LG skyrocketed
the sales of their entry level
new smartphone using large
touch format screens to
stimulate consummers into
discovering the product
in a non-intrusive way
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3. MARKET SECTOR: TELECOMMUNICATIONS INDUSTRY: CONGLOMERATE
COUNTRY: PORTUGAL COUNTRY: SOUTH KOREA
BRAND: OPTIMUS BRAND: LG
CLIENT OVERVIEW: Founded in 1998 CLIENT OVERVIEW: Founded in 1947
Owned by SONAECOM Products: Electronics, Chemicals,
Products: Voice Mobile Internet Cable Television Telecommunications & Services
Revenue 893M€ (2007 SONAECOM) Revenue $94.8b
Number of customers: 2,893M Number of employees: 177.000
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4. NEEDS & MOTIVES Smartphones market became extremely competitive and agitated
since the launch of the Apple Iphone
Before the Iphone, smartphones were almost exclusively used by
enterprise market.
Since then, the market has become larger, with lots of new users entering
it, and two niche markets emerging: the power-users and the tecno-chic
The smartphones market has different competitor equipments from
well established brands, such as Nokia, Blackberry, HTC, Palm,
Samsung and LG
Optimus got the exclusive distribution of the new LG Cookie in Portugal
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5. NEEDS & MOTIVES LG Cookie is the most affordable smartphone on the market
LG Cookie was created to appeal to the bottom users of the wider
smartphones market while maintaining the spectrum of functionalities
present in every smartphone
One of the main characteristics of the equipment is its touchscreen
display
Optimus decided to make the touch a key element in the marketing
campaign created for launching the equipment
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6. LG Cookie
03 In store promotion
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7. PROJECT DESCRIPTION DISPLAX™, together with Optimus and advertising agency EURO
RSCG, created an innovative interactive campaign to promote the mobile
phone.
Giant replicas of the LG Cookie were created with contents
simulating the phone’s operative system
By touching the giant LG Cookie, people were actually experimenting the
product itself. For instance, people could browse the menus, listen to
mp3 music, scroll the contact list and other actions, just like on the real
phone
The giant phones were placed on Optimus 20 premium stores, where
activation events were developed to enhance the phone’s awareness
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8. PROJECT DESCRIPTION DISPLAX™ also partnered with JCDecaux, indoor mall billboard owner,
for the LG Cookie special launch campaign.
On the most important shopping centers in Portugal, DISPLAX™ turned
the static billboards into interactive digital displays, running the LG Cookie
operative system simulator, just like the giant replicas
With this action, Optimus spread to the “street” the interactive campaign,
reaching consumers that weren’t looking for a new mobile and therefore
not visiting their stores
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9. PROJECT DESCRIPTION This action became a huge success, creating a lot of buzz and
awareness for the phone and the brand itself
Optimus is well known for favoring marketing actions that create a user
experience of their products and services, stimulating the consumer bond
with the brand
After its launch as an exclusive for Optimus, the LG Cookie ranked
3rd in top sales in Portugal
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10. Shopping Center
03 “Vasco da Gama”
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11. Shopping Center
04 Shopping Center
“Colombo”
05 “Vasco da Gama”
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