12.12.2008 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 (http://www.lifesgoodlg.com), 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.