The creative concept originates from LG’s mission to ‘enrich lives through technology’. Y&R Hong Kong is behind the project.
LG’s outdoor execution, mainly in red and white to reflect the company’s brand image, wraps the entire Tsim Sha Tsui’s Star Ferry pier, carrying the slogan ‘Life’s good when the idea starts with you’.
The project is also supported with a microsite, Life’s Good, which is due to go live on 15 September. Consumers are encouraged to submit their own ‘good moments’ to inspire innovation for LG. The best submissions will be on display at the Star Ferry terminal at a later stage in the campaign.
In Hong Kong, LG is still a relatively young brand. David Chiu, marketing director of LG Electronics Hong Kong, said that the company hopes to deliver a natural and friendly image to promote brand awareness.
LG is also planning to launch a concept store, where consumers can interact with a wide range of mobile, TV, computer and home entertainment products plus white goods.
Credits:
Project Life’s good when the idea start with you
Client LG Electronics Hong Kong
Creative agency Y&R Hong Kong
Creative directors Helen Chan, Patrick Wong
Art director Jack Ho
Copywriter Fanny Lau
Account servicing Eric Choi, Ashley To
Media agency Mindshare
Digital agency Razorfish
Outdoor agency POAD
PR agency Tactic PR
Exposure Outdoor, online, point-of-purchase
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