4/20/09
LG has announced that it is launching 2 focused campaigns for its phones based on the company’s brand positioning which is “all about self-expression”.
The first campaign, for the Xenon phone, is targeting “social networking-happy Gen Yers” with a tv, print, and online campaign featuring 19 year-old Heroes star Hayden Panettiere and placement in Jason Timberlake’s MTV series The Phone.
The second campaign, for the Rumor2 phone targets “style conscious teens and young adults”. It features Heidi Klum who designed custom backplates for the phone. (Wasserman, 2009)
The fact that they have a good sense of who their target is and have created plans that should speak directly to their interests/emotions is definitely a good start.
But, as we have discussed previously the use of celebrities is tricky. While they may stimulate interest, they also can easily overwhelm the message. And of course over exposure can be an issue.
What do you think? Will either of these campaigns prove to be effective?
Wasserman, T. (2009, April 18). LG Ready for Its Close-up. brandweek.com. Retrieved April 20, 2009 fromhttp://www.brandweek.com/bw/content_display/news-and-features/direct/e3if46ca983d59bcb8f960417fa8f52a9c6
The first campaign, for the Xenon phone, is targeting “social networking-happy Gen Yers” with a tv, print, and online campaign featuring 19 year-old Heroes star Hayden Panettiere and placement in Jason Timberlake’s MTV series The Phone.
The second campaign, for the Rumor2 phone targets “style conscious teens and young adults”. It features Heidi Klum who designed custom backplates for the phone. (Wasserman, 2009)
The fact that they have a good sense of who their target is and have created plans that should speak directly to their interests/emotions is definitely a good start.
But, as we have discussed previously the use of celebrities is tricky. While they may stimulate interest, they also can easily overwhelm the message. And of course over exposure can be an issue.
What do you think? Will either of these campaigns prove to be effective?
Wasserman, T. (2009, April 18). LG Ready for Its Close-up. brandweek.com. Retrieved April 20, 2009 fromhttp://www.brandweek.com/bw/content_display/news-and-features/direct/e3if46ca983d59bcb8f960417fa8f52a9c6
