LG unveils integrated push to promote “Life’s Good” message

LG Electronics has unveiled the latest phase of its Life’s Good brand campaign. as part of its mission to make technology more accessible to consumers.

The campaign aims to communicate how “breakthrough technology continually enriches consumers’ lives”. It will include TV commercials during key lifestyle, sporting and entertainment programmes on ITV, C4, Five and Sky and print ads in key national newspapers, supplements and lifestyle magazines.

A series of LG idents specifically created for Channel 4 and E4 will also run and LG will launch its Life’s Good Facebook page.

The new “quirky” idents aim to showcase how LG’s range of handsets can enhance lifestyles and are based on the spoof American soap opera ’The Young & The Connected’.

LG says the idents “bring to life the drama that social networking adds to modern life in a setting full of beautiful people, drama, revenge and skimpy swimwear.” They will appear before and after popular programmes such as The Inbetweeners, How I Met Your Mother, Scrubs, One Tree Hill, The Cleveland Show, Big Bang Theory and Beauty and the Geek.

The Young & The Connected’ will also have a dedicated YouTube channel where exclusive content from the soap opera can be viewed. This will be complemented with a ’Secret Drama’ Facebook application, which allows you to find out how your friends interact with your profile and reveals who are the gossipers, the keenest and the slowest communicators of your online friends.

Paul Meadows, head of brand at LG UK, says: “The next wave of our Life’s Good Brand campaign continues to educate and encourage consumers to get involved in technology. These new initiatives highlight the growing popularity of social networking and our increasing focus in that area. Young people today communicate with their friends and the world around them via social networks and the quirky ’The Young & The Connected’ TV idents we have created are a fresh and fun way of dramatising that.

“The overall aim of the campaign is to demonstrate how technology continues to enhance consumer’s social lives – either by connecting people with their social network or giving people access to apps to make their lives easier.”

The campaign has been created by Mindshare, RKCR/Y&R and LG One and will be appearing across national TV stations and in print titles over the coming week.

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