Branche Konsumgüter
Agentur Bartle Bogle Hegarty

LG Electronics Launches Global Brand Campaign Based on New Brand Ident


LG Elec­tro­nics (LG), a glo­bal lea­der and tech­no­logy inno­va­tor in con­su­mer elec­tro­nics, laun­ched a new crea­tive brand cam­paign fea­turing LG’s brand iden­tity of “stylish design and smart tech­no­logy, in pro­ducts that fit consumer’s lives.” Through this con­so­li­da­ted cam­paign, the com­pany aims to deli­ver syn­chro­ni­zed com­mu­ni­ca­tion mes­sa­ges world­wide to ele­vate their pro­file and pro­mote their brand identity. 


The aggres­sive initia­tive reflects LG’s stra­tegy of focu­sing more on brand mar­ke­ting during the glo­bal eco­no­mic down­turn as a way of main­tai­ning and even incre­a­sing sales momen­tum. As a part of this direc­tion, LG star­ted a new print ad cam­paign last month in the UK. This month the com­pany also began run­ning tele­vi­sion com­mer­ci­als in a num­ber of mar­kets world­wide, inclu­ding the UK, France, Aus­tra­lia, Bra­zil, and Russia. 


“This brand cam­paign is LG’s first attempt to truly create a uni­fied mes­sage for the glo­bal mar­ket, ali­gned with our brand iden­tity,” said Der­mot Boden, Chief Mar­ke­ting Offi­cer of LG Electronics. 


“Con­su­mers will see how our ‘Life’s Good’ theme has evol­ved and expan­ded. We want to deli­ver LG’s inno­va­tions in a crea­tive and unex­pec­ted way, and the brand cam­paign will reflect how stron­gly we are com­mit­ted to con­su­mers and their needs.” 


Focu­sing on LG’s flagship pro­ducts, the brand cam­paign empha­si­zes on the essence of each key pro­duct cate­gory, inclu­ding: touch screen exper­tise in mobile hand­sets (Photo 1), tech­no­lo­gi­cal excel­lence and superb design of LG’s TV sets (Photo 2), advan­ced tech­no­lo­gi­cal fea­tures of its steam was­hers (Photo 3) and pure HD sound of LG’s home theatre sys­tems (Photo 4). Toge­ther, this will deli­ver a uni­fied yet refres­hing mes­sage to con­su­mers that LG’s pro­ducts per­fectly fit their lives. 


All mar­ke­ting activi­ties across various media chan­nels con­vey fresh exci­te­ment by uti­li­zing enga­ging crea­tive tech­ni­ques that reflect the over­all tone of LG as a com­pany. For example, the TV com­mer­cial for LG’s TV set empha­si­zes the fun and enter­tai­ning aspects of the pro­duct through a fan­tas­ti­cal and cle­ver com­pu­ter ani­ma­tion, brin­ging the pro­duct to life. LG’s online activi­ties echo this approach, with a refres­hing look and feel for con­su­mers. The glo­bal brand cam­paign was crea­ted by award-winning UK-based firm BBH, LG’s con­so­li­da­ted glo­bal crea­tive agency. 


LG has also laun­ched a glo­bal brand cam­paign micro­site (, which shows LG’s brand iden­tity in each key pro­duct cate­gory, along with con­ve­ni­ent links to fea­ture and pro­duct web pages. 


Besi­des this inte­gra­ted glo­bal brand cam­paign, LG has also signed a media part­nership with Conde Nast Publi­ca­ti­ons, the home of Vogue and Vanity Fair, to co-create adver­t­ori­als fea­turing LG pro­ducts and high-profile figu­res such as Edward Zwick, the direc­tor of Legends of the Fall, Cou­rage under Fire and the recent Defiance. 


Along with the recent announ­ce­ment of LG’s five-year F1 spon­sor­ship, it’s clear that LG will con­ti­nue its bold brand initia­ti­ves for some time to come.