The style-focused strategy is to be trumpeted this month with a £4m multimedia marketing campaign to promote LG’s new range of L-Series smartphones.
It is hoped the new focus, which reverses the brand’s strategy of 2011 to target early technology adopters, will plug a gap in the market of consumers looking for attractive but affordable smartphones, according to LG’s consumer electronics marketing director Steve Gater.
He adds: “The L-Series campaign will be aimed at those individuals looking to either ‘migrate’ from a feature phone to a smartphone, or those who are looking to upgrade their current smartphone. A lot of people want the functionality of a smartphone but don’t want to pay £40 per month for the privilege, especially young people.”
Gater currently leads all of LG Mobile’s marketing activity as it searches for a replacement for its head of mobile Warren Lewis who left earlier this year, having only been in the role for a matter of months.
The L-Series marketing activity, which is being designed by brand activation agency MWorks, will also include leveraging the company’s sponsorship of Birmingham’s LG Arena to offer access to sold-out events such as concerts from Jay-Z and Kanye West, Olly Murs and One Direction.
LG plans to repeat its style-led marketing focus when it launches the Optimus 4X HD quad-core smartphone later this year, although this activity is likely to have more of a male slant.
In the UK, LG has only a 1% share of the smartphone market, according to comScore data for March. Its closest rivals are Motorola (0.6%) and Sony (6%).
Globally, LG Mobile’s operating profit more than tripled in the first quarter of the year to 39 billion Korean Won (£21.2m) on the back of an increased proportion of smartphone sales despite a 14% fall in revenue to 2.5 trillion Korean Won (£1.4bn) due to the decline in feature phone sales.