LG targets young adults with lifestyle-led phone campaign

Electronics company to show how touch phones can enhance everyday life.

Can touch this
Can touch this: LG is promoting phones through C4 and E4 sponsorship idents

LG Electronics is launching a series of sponsorship idents on Channel 4 and E4 to promote its range of touch phones to 16- to 24-year-old viewers.

The idents, created by Rainey Kelly Campbell Roalfe/Y&R, will appear during shows The Inbetweeners, Big Bang Theory, Scrubs, One Tree Hill and Beauty and the Geek.

The idents launch on 1 July and will initially run until the end of the year. There are 28 sponsorship idents, each between five and 15 seconds long, and they aim to highlight to young viewers how seven of LG’s touch phones can enhance their lives.

The creative executions portray everyday yet emotionally important moments and how they can be improved using an LG touch phone.

The stories were created to fit with each of the programme’s individual tones, and are narrated by an enthusiastic soul singer who reflects the optimistic and energetic brand positioning of LG and its long-running mantra, “Life’s Good”.

LG Mobile head of marketing Jeremy Newing says: “We recognise the importance of engaging closer with consumers and this partnership with Channel 4 is a key strategic move in our efforts to achieve this engagement.”

This is the first time the electronics company has directly targeted 16- to 24-year-olds to promote its touch phone range.

In previous activity, LG sponsored the ITV Formula One broadcast in 2005 with a series of sponsorship idents promoting a range of LG products.

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