LG | LG Pop - Make the World Cooler | Thailand

LG GD510 Pop’s ‘Make the World Cooler’ campaign claims to be the first advertising platform using real-time technology to monitor user participation. The promotional activity publicises both the Pop handset as well as the need to ‘go green’ on a consumer level.

For a month, people can plant trees on the LG Pop website. This virtual planting will directly translate to the real world. An actual tree will be planted every time a participant adds a tree online, or via the ‘One Email One Tree’ email system. The campaign also mirrors the concept of a touchscreen handset, allowing people to use their ‘own hands’ to do good for the environment.

The CSR programme tracks the growth of the trees, and environment-conscious participants can revisit the site to see how the green grows.

The team at MRM explains that young people nowadays often forget about the effects of global warming. The LG Pop itself is a product equipped with solar cell batteries and recyclable materials. It also uses minimal packaging and soy ink.

A through-the-line execution using television, print, social media and PR elements is supporting the campaign. Additionally, LG has signed with local idol Ruj Suparuj to relate better to the young audience.

MRM seperately launched a romantic campaign called 'Love Story' for LG's Lollipop model earlier this month.




Credits:
Project LG Pop - Make the World Cooler
Client LG Electronics Thailand
Digital agency MRM Worldwide, Bangkok
Executive creative director Saharath Sawadatikom   
Senior art director Chutima Sriaranyakul
Copywriter Jariya Somboontum
Exposure Television, print, online, PR