LG L Integrated Marketing Communications UK Launch Proposal
1.
2. Today
A journey to understand your target
Consumer purchasing behaviour
Implications
Retail environment
Strategy
Plan
Creative
Activities
Media
Budget
Measurement
3. Our understanding of your challenge
A campaign that achieves our objectives between March (launch) and August,
addressing the following issues:
What the L series stand for in the target consumer’s mind
What role does each handset play (L3/L5/L7)
Choosing a handset to focus on out of the three:
A creative thought and platform to bring the chosen handset
A creative and media response to launch this handset
How does all of this activity relate back to helping the brand create a clear identity and
positioning within the UK
LG Mobile’s current brand performance indicates a need to clarify what the
brand stands for and to tell a clear story relative to competitors
To compete, LG must rectify brand perception issues around style,
functionality, innovation and acceptance
Working with a budget of £3m pounds
4. Creative integrated
approach to marketing
communications
Effective strategies based
on thinking like your target
Based on in depth
consumer behaviour
understanding
Experienced professionals
in different areas of IMC
Out of the box…
6. Your objectives
This objective is key to the success of LG Mobile: Business
Objective : Sell 400k of the L Range to drive continued listings
in retailers
Sell 400k units of the ‘L’ series phone range between March
and August of 2012
Secondary objectives:
Create a clear identity for the phones within the ‘L’ series,
giving consumers a clear reason to consider the range and a
specific phone within it
Improve perceptions of the LG mobile brand around
performance, quality/value or preference
7. Our objectives
Support you in delivering the target sales, but also…
Create consumer interest and purchase in LG Smart
phones that have no real technological edge vs
competition
Ensuring we create a platform to grow the market share
and position of the brand towards the future
Create differentiation through IMC in a commoditized
category
Push and pull
Get the mobile brand to a new position
8. Our insights
Young men (15-19) are more oriented to specs and technical savvy in
buying mobiles
Young women (15-19) are more oriented to fashion and social trends
Smartphones are becoming commodities
Little product differentiation: similar specs
Mobile retail stores are saturated
Young women are price conscious and want to spend more money in their
looks
Most use pay as you go phones
The most common use is social networking sites.
Almost everyone who has used their smartphone to access the Internet has
visited a shopping site.
Younger people use the smartphone for entertainment and communication.
9. Our insights
Phones 4U has by far the youngest profile – perhaps reflecting its
price-led image. (Note that the sample size is quite small and so less
reliable for than for the others).
Network stores attract younger customers.
Female consumers are more likely to take advice (45%) about
technology products.
Under-25s are the major driver of online and mobile sales
Effectively targeting them with marketing campaigns and offers is
crucial
Interaction is the new buzz word in this respect
Fashion-themed challenge apps providing an engaging way for
brands and retailers to connect with their core audience and raise
their brand credentials
10. A picture of our target
More than one in five (22%) under-25s are currently out of work
The rising cost of living and the difficulty for youths to get a toehold on the
property ladder is forcing more youths to remain in the family home
But under-25s are most preoccupied with their appearance, with the
majority believing it is important to look well-dressed and be attractive to
the opposite sex.
Young females are the most fashion-obsessed
Teenage girls from the AB socio-economic group stand are the most avid
fashion purchasers
It is important for one in five 15-24s to win the approval of their peers by
mainly buying clothing that they know their friends/boyfriend/girlfriend will
like
11. A picture of our target
Six in ten young women include New Look within their repertoire of
clothing outlets and its popularity peaks among 15-19s.
Under-25s are devoted shoppers, with six in ten (58%) really enjoying the
clothes shopping experience and four in ten (41%) spending a lot on clothes
(TGI).
Mintel’s research reveals that over six in ten (62%) 15-24s make fashion
purchases at least once a month.
Difference between youths in their teenage years and early twenties:
Teenage are free to buy new garments frivolously as they are yet to take on
the substantial financial burden of living independently
Over 20s spent half (53%) of their income on rent or mortgage repayments and
bills
12. Who are they?
Young women from 15-20
They still live in their parents home
They study school or college
They love fashion shopping
They are price conscious
They love social sharing and interacting
They are from a family ABC1
They want a smartphone but only will use basic: web,
SMS, music, video, camera
They can’t buy a high end smartphone
Their parents will buy a phone of a reasonable price
13. Purchasing behaviour of our target
Over a third (36%) view shopping for clothes as an enjoyable social
activity to share with friends, rising to four in ten (41%) females and almost
half (47%) of teens.
A fifth of teenagers like to buy clothes with their parents because they
are willing to pay for items
Retailers need to enhance the experiential element of their retail
environment, for example by adding interactive features or by hosting
fashion-themed entertainment events exclusively for youths to stimulate sales
from these wealthy social shoppers
In-store competitions and fashion-orientated challenges whereby
shoppers can win rewards such as discounts or entry into competitions would
provide good incentives.
Evolution within bricks-and-mortar stores will help to add excitement to the
retail experience. Revolutionary store designs, compelling displays and
interactive elements will help to encourage spending from the youth
market.
14. Purchasing behaviour of our target
Some 57% of youths prefer to go shopping alone because it is quicker and easier
In today’s hectic society, shoppers want to maximize every spare minute
Retailers need to make the shopping process streamlined and convenient.
‘Tweet mirrors’ in fitting rooms, which capture pictures of customers in different
outfits, and shared with friends via social networking sites, enable these solo
shoppers to get feedback from peers and help them with their purchasing decision.
Young consumers desire a boundary-free shopping experience, the convenience
and flexibility of using a smartphone to make fashion purchases at any time and
almost anywhere.
Skype has become the latest vehicle to be used in the rapidly advancing
multichannel retail technology
Fashion retailers and brands must discover innovative and compelling new ways
to attract their clientele.
Interactive and radical new retail features take the in-store shopping experience to
a new level and are likely to draw in younger shoppers through their novelty factor.
15. They search online and consult with
friends…
FIGURE 5: How next phone will be chosen, December 2011
Base: 1,896 internet users aged 16+, who use mobile phones
SOURCE: GMI/Mintel
16. They buy online or look online first
FIGURE 42: Process of buying mobile phone, December 2011
Base: 1,896 internet users aged 16+, who use mobile phones
SOURCE: GMI/Mintel
17. They plan to change their smartphone
in the next 3 months…
FIGURE 3:
Plans for purchase or upgrade of consumer technology
products in the next three months, January 2012
Base: 2,000 internet users aged 16+
SOURCE: GMI/Mintel
18. They are very likely to switch in the
short term…
Plans for purchase or upgrade
FIGURE 43: Plans for purchase or upgrade of mobile phones in the next three months,
by age, January 2012
Base: 2,000 internet users aged 16+
SOURCE: GMI/Mintel
19. Almost 50% haven’t decided and 17%
want Android…
FIGURE 44: Desire for future mobile phone operating system, December 2011
Base: 1,905 internet users aged 16+ who have a mobile phone
SOURCE: GMI/Mintel
20. They share pics and video, they talk
online and use audio
FIGURE 61: Social and sharing online activities performed in the past three months,
by device, January 2012
Base: 1,983 internet users aged 16+ who used a computer, smartphone, and/or
tablet to access the internet in the past three months
SOURCE: GMI/Mintel
21. Women are more likely to use social
networks…
FIGURE 62: Social and sharing online activities performed in the past three months,
by gender, January 2012
Base: 1,983 internet users aged 16+ who used a computer, smartphone, and/or
tablet to access the internet in the past three months
Note: Results are a net of online activities performed across computers,
smartphones, and tablet computers
SOURCE: GMI/Mintel
22. They are high spenders in clothing and
shoes…
FIGURE 46: Expenditure ranking, by age group, September 2011
SOURCE: Ipsos MORI/Mintel
23. They have a preference for
fashionable but affordable clothes…
FIGURE 5: Retailers shopped at in the last 12 months, September 2011
Base: 960 adults aged 15-24 who buy clothes
SOURCE: Ipsos MORI/Mintel
24. Brand assessment
Lack of specific targeting
Ads lack USP and don’t reflect style:
• Modern design? Not unique feature
• Large screen? All smartphones have it
Brand wheel is generic
Search ability is low (need SEO)
Promotion is not very attractive (O2 Arena too)
Three handsets: find how we communicate with consumers which one
is the one for them
Their Facebook is not very interactive
• Not engaging activities (contest is generic)
• No response to critics
• No dialogue
25. But, this is not bad,
it’s an opportunity to create over blank
27. Strategic approach
We want to…
Associate the brand with fashion
Get close to our target audience
Get out of the traditional retail space
Seek for brand identification within the target
Team with a more powerful brand for the target
Offer an experience
Interact with the target to build engagement
Continue to activate the traditional retailers
Have an aspirational approach to the brand
28. Strategic plan deployment
March April May June July August
Launch
event
Advertising
Regional activation
Facebook contest
In store activation
Retailer activation
DIM campaign
PR campaign
29. Brand wheel
Value: Makes me feel young, stylish and unique;
Makes me feel I spend my money wisely; Fits my needs;
Allows me to buy other things I like
Personality:
Model; Young; Stylish; Fashionable; Energetic; Chic
Benefits: Accessible price; Variety of Apps; Free paid
Apps; User friendly; Convenient; Customizable; Perfect
screen for video
Attribute: Android new system; Basic function you need;
HD screen and big; Uncomplicated; Thin, light; Modern
design; Supported by major brand
30. Creative concept
We want to position the phone as…
A stylish accessible smartphone
Does all that you need
Associate with fashion to leverage our brand
Great for socializing
It’s trendy and fashionable
It is….
Simply perfect
31. How to engage with the target?
Teenage girls follow role models.
They like fashion and love music.
They rather see someone like them but better.
That is why we think we should adopt the current trend setters…
Become brand ambassadors and campaign image
Use the mobile phone for all and show it
Launch event
Interact and engage in Social Media
Participate in activation around UK
Adopting a way for the brand to communicate with the target
32. Little mix
X Factor winners 2011
Loved by teen women
Loved by moms
Hugely voted in X Factor
New album
4 different styles of girls that represent
our target
Fashion icons
Loved by the media
315,000 fans on Facebook
Famous but not unreachable
Represents our brand positioning well
Very good at digital engagement
41. Activities
Partnership with fashion brand (ie.
New Look)
In store special display: LG Lounge
LG contest to select best model in LG
lounge taking pic with phone
Interactive application for trying
clothes on
Interactive changing rooms
with phone and social sharing
42. Activities
A pull program with sales
promotions for channel:
Contest for salespeople on
traditional retailers
Launch event with training,
fashion advise and a free
coupon for one look
Special exhibition in retailers
Train salespeople to offer the
whole collection of L Series
43. Activities
Direct and interactive marketing:
Facebook updates, ads and app
Mobile site
Campaign microsite
Email
New look flyers
SMS
LIST/MEDIATYPE # of contacts Response Rate Number of responses Conversion Rate Sales
Facebook 1.600.000 1,0% 16.000 1/4 4.000
Facebook ads 5.072.980 0,1% 5.073 1/4 1.268
Facebook app 366.000 10,0% 36.600 1/4 9.150
Email 2.000.000 0,1% 2.000 1/4 500
New look flyers 10.000.000 0,1% 10.000 1/4 2.500
SMS 5.000.000 5,0% 250.000 1/4 62.500
TOTAL 31.418.000 319.673 79.918
44. Activities
Contest for background design:
People can create their design for background cover
All shared on Facebook and open to public vote in
both brands page
Best 10 designs will be produced and give for free
to all clients of the fashion retailer
45. Activities
Very targeted advertising
campaign:
Newspaper
Teen magazines
Digital, Google Ad words and
social media
Buses
Tube ads
46. Activities
An integrated public relations approach:
Press conference
Press event with fashion advisors for IT journalists
One to one media interviews with Little Mix and
Fashion editors, bloggers and websites
PR supporting regional activation
Media relations activation for launch event with red
carpet and online social sharing with pics to select
best dressed
Regular updates on brand advance
47. Launching event
Simply perfect fashion show & Rock ‘n’ Roll
3rd March 2012
LG Arena
Combination of product launching fashion show and
mini concert, the stage will design with both
performing stage and runway
The background of the Stage will use projector to
illustrate the L Serial Video
The LG ambassador – Little Mix will be perform for
the launching event
During the performance there will be models
walking on the runway to shows the LG L Serial and
new collection from New Look
Entrance for all is a red carpet and all women
should come in fashionable outfits.
48. Regional plan
LG Mobile Lounge
Every weekend from March to August
Six major city in the UK (by population)
Birmingham, Liverpool, Leeds, Sheffield, Bristol,
Manchester
The Lounge will be place on the high street
The Lounge will use Volkswagen T1 to design as a
mini show room.
Every Lounge will have 6 male models to attract
the target audiences
The male model will be training to be familiar with
the L serial products in order to present to the
customers.
49. Media Plan
Advertising on Teenage magazine
-Shout website (homepage takeover) for 10 weeks
-Shout (full colour page) for 6 months
-Bliss (full colour page) for 6 months
-Top of the pops (full colour page) for 6 months
-Mizz (full colour page) for 6 months
Advertising on the Metro
national colour full page for 8 day
Advertising on London Buses
100 Central London Buses (T-Sides) for 2 weeks
Advertising on London underground – oxford circus station
20 Digital Escalators Panels for 6 weeks (targeted schedule: week 4-7 pm), weekend 8-12pm)
Advertising on Facebook
Target Audiences: UK, 15-19, Female (5,072,980 people)
Advertising on Google Adwords
50. Media Plan Budgets
Advertising on Teenage magazine
Shout website(homepage takeover)
cost = £2,000 (per week) * 10 wks = £20,000
Shout(full page colour)
cost = £3,885(per ad) * 6 = £23,310
Bliss (full page colour)
cost = £7,800 (per ad) * 6 = £46,800
Top of the pops (full page colour)
cost = £9,050 (per ad) * 6 = £54,300
Mizz (full page colour)
cost = £3,600 (per ad) * 6 = £21,600
Advertising on the Metro (national colour full page )
cost = £37,000 (per ad) * 8 = £296,000
51. Media Plan Budgets
Advertising on London Buses
cost for 2 weeks= £1,212 *100 Buses = £121,200
Advertising on London underground – oxford circus station
20 Digital Escalators Pannel = £67,780
Advertising on Facebook
5,072,980 (target) * 1% (RR) * £0.31 (per click) = £15,726
Advertising on Google Adwords
£300,000 (people per month) * 0.62 (per click) = £186,000
Total budget = £852,716
52. Media Timeline
Weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 2
4
Shout
online
Shout
Bliss
Top of the
pops
Mizz
Metro
Buses
Tube
Facebook
Adwords
53. Budget
Item Quantity Unit cost Total cost
Direct and interactive campaign 1 £321.573 £321.573
Media campaign 1 £852.716,00 £852.716
Launch event 1 £500.000,00 £500.000
Little mix contract 1 £350.000,00 £350.000
PR agency and campaign 1 £200.000,00 £200.000
Regional events 1 £300.000,00 £300.000
Digital development 1 £150.000,00 £150.000
Sales promotion costs 1 £200.000,00 £200.000
Channel marketing activation 1 £100.000,00 £100.000
TOTAL £2.974.289
54. Measurement and evaluation
As per your brief, the following are the KPIs we will measure.
Volume sales of the L series phones
Awareness of LG mobile and the L series
Consumer brand favourability and purchase intent
This should be measured by the following methods:
Pre-testing focus groups for copy, creative and other alternatives.
Pilot for DIM campaign: SMS, e-mail, Facebook ads, and Adwords
Sales in non-traditional channel
Sales through traditional channel with salespeople program
Increase of volume of shares per shop towards previous products
Online sales achieved by the DIM campaign (ROI)
Share of voice on publications
Tracking study
Position of the LG Mobile brand in wider market tracking studies