MS&L Asia SABRE Award - LG India
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LG launched the LG Viewty smartphone in India to compete with the iPhone. They conducted extensive consumer research to understand what Indian consumers wanted in a mobile phone. LG partnered with Bollywood actress Deepika Padukone to promote the Viewty and positioned it as a stylish smartphone with features comparable to the iPhone at a lower price point. An integrated marketing campaign including celebrity endorsements, media events, and online contests helped LG exceed their sales targets and establish the Viewty as a desirable brand in India.
![[object Object],[object Object],[object Object],[object Object],[object Object],Categories: A3 (India), B20 (consumer – new), C18 (consumer products) plus C22 (Technology) Program: Launching the LG Viewty Phone in Style Organization: LG Electronics Agency: Hanmer MS&L Program Story The Strategic Approach A technologically advanced product coupled with the right marketing and PR approach can do wonders; and for this, a detailed study was undertaken: such as competitor analysis (there are some 7 dominant players), consumer profiles on their likes and dislikes; what they would like in a mobile phone - further narrowed down to specific demographics from various metros; and overall the most important factor - purchasing power. After analysing the required data LG adopted an aggressive media/PR campaign – both Target marketing and Mass marketing mediums were used. The concept of Smart phone was explained viz. monitoring email, surfing, calendar syncing et al. This would help position LG Viewty (KU990) mobile phone as a state-of-the-art mobile device that is equally acceptable with the college and the corporate crowd. Research Based on their data on consumer research and an assessment of market trends, LG knew that almost everyone wanted a phone with trendy looks; was feature rich in terms of form and functionality viz. Haptic feedback, Music, Web services and applications, and ideally stood out from the crowd. In short, a phone that offers Value For Money. The iPhone was making its presence felt globally and was being introduced in India. Feature-to-Feature, the Viewty matched the iPhone and most important; it was designed with the Indian consumer in mind and optimised for Indian networks. In order to be one-up on the campaign; LG decided to position the Viewty as a top-of-the-line smart phone with style and enhanced features - an iPhone alternative. Finally an USP was proposed - “LG Viewty – the iPhone killer” - a state-of-art multi functional mobile device. Strategy LG’s strategy focused on a clearly defined pre-launch, launch and post-launch plan for the LG Viewty. The PR strategy was two-fold: to create compelling associations between the phone's brand values (design, utility, and catchphrase) and associate the phone launch through the pop culture world of celebrities, fashion, art, and entertainment. Throughout the launch, the goal was to incorporate LG Mobile's brand promise of ‘Life is Good’ as an underlying aspect to the new LG Viewty brand. With the LG Viewty’s sleek design, 3-inch color touch screen display, optimised software for web browsing on India’s networks, photo and video capture-available - the stylish new phone supported both form and functionality to the maximum. With all things in perspective, it was now time to roll it out in style. The generation ‘Next’ is pretty conscious about the latest trends and identify themselves with trendsetters who personify their cool attitude. To reinforce this idea, Bollywood actress and heartthrob ‘Deepika Padukone’ (a rare combination of beauty and brains) was engaged as the brand ambassador for LG Viewty. Target Audience and Program Insights Based on consumer research and an assessment of market trends, which included a review of competitor marketing and media efforts, LG determined that the early adopters would be consumers who see their mobile phone as a reflection of their own personality and use it as a statement of style. This created a broad consumer target, but with similarities that crossed generations, gender and other demographics. Several influencers were identified for this group; ranging from Bollywood stars to digital/social media (blogs) as well as dozens of traditional consumer media in various regions. To generate the required enthusiasm, LG organised (on a global scale) the 'Viewtyful World' online photo contest ( http://www.viewtyfulworld.com/uk ) – the winner would walk away with a grand prize US $10,000 for their work. Besides, Hanmer MS&L coordinated the Macau trip for key Indian media to create a buzz for Viewty in the market and last but not the least, Viewty was showcased at the Mobile Asia 2008 which won the phone several accolades. Objectives are listed on next page CONFIDENTIAL – Not authorized for public distribution](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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MS&L Asia SABRE Award - LG India
- 1. Received SABRE 2009 Certificate of Excellence in the new consumer product and technology categories for launching LG Viwety Phone in Style for LG Electronics, India