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LG Electronics

12.

IN A CROWDED TECH MARKET, HOW DO YOU CREATE BRAND EQUITY AND STANDOUT?

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Build the LG brand. LG has a long-term strategy to focus on high-end premium electronics. They needed to raise awareness and build brand equity among an affluent audience.

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THE CHALLENGE

Future reaches more tech consumers than any other UK publisher. An affluent, early-adopting audience, they accounted for £2.1bn of tech spend in 2011.

Their opinions count as they shape and inform the tech debate among both their immediate peer group and the wider mainstream market.

THE INSIGHT

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£2.1 BNAffluent, early-adopting audience spent

on technology in 2011

A series of integrated solutions in print, online and experiential events offered LG the perfect range of opportunities to excite the tech community about their latest product launches, from Smartphones to Smart TV’s.

THE SOLUTION

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CES (the Consumer Electronic Show) is the most important tech event in the calendar, where the industry gathers to see the latest launches. The burgeoning interest in tech means the show attracts huge interest from

tech-insiders and consumers alike. LG sponsored all CES editorial across techradar.com and T3.com for the 2010 and 2011 shows.

Partnership 1CES 2010 and CES 2011 – online

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Activity included all the latest CES developments and the latest LG news from CES. A branded LG sponsored channel, video and takeover of all ad sites enabled LG to position themselves as tech innovators to a tech savvy audience.

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14,000 LG video plays made this Google 2nd’s most-ranked search result for CES

Uk uniques

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105k

The LG Optimus 2x was the world’s first dual core smartphone, making it the fastest smartphone on the market. Against the likes of the iPhone and a crowded Android market, creating positive buzz was critical. Future created ‘Speed Week’, a cross platform solution which culminated in a live event which allowed

Future’s tech audience to trial and interact with the new launch. A microsite was created to host video from the live event and Facebook comments. After the event a group of T3 super users then trialled the smartphone, with the most insightful opinion-piece being published in the T3 print and iPad edition.

Partnership 2LG Optimus 2x, April 2011 – Event, Online, Video, Social Media, Print & iPad

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PRINTEVENT

VIDEOONLINE

SOCIAL MEDIA

iPAD

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The activity generated high levels of social media engagement. With event attendees blogging their verdict on the LG Optimus 2x, the microsite featured 129 comment & 400+ Facebook likes generating a huge amplification effect. 500+ users clicked through to buy direct from the site.

“One week has gone by and so far I have fallen in love with the LG

Optimus 2x. The phone operates smoothly and is very fast to load all applications and games due to the

dual core processor.” 129 Facebook comments

400+likes on Facebook

500+click throughs to buy

“Wow what a piece of kit!!!”

“Formerly a devout Apple-worshipper, have been

converted to the worship of all that is Android! ”

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In summer 2011, LG wanted to push its credentials for making cutting-edge TVs. LG was the media partner for the newly re-launched T3.com. With its premium look and feel it represented the ideal context for

highlighting LG’s dual screen technology.Site sponsorship, which coincided with the annual IFA tech show, was supported by a preview event where T3’s super-users pushed LG’s Smart TV to the limits.

Partnership 3LG Cinema 3D SmartTV - Event & T3.com relaunch partner

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Sustained investment in Future’s tech portfolio has led to sustained results in brand perceptions of LG. Brand tracking among Future tech consumers reveals that perceptions of LG improved significantly between 2009 and 2011.

HOW DID WE…CREATE BRAND EQUITY AND STANDOUT OVER TWO YEARS?

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Brand Equity Those agreeing that LG is innovative doubled, while endorsement of cool & stylish increased by 56%.

Perception Endorsement that LG is a high quality brand increased by 54%

OwnershipThese important precursors to purchase were backed up by action. Ownership increased by 22% among T3 consumers; indicative of the potent impact of sustained communication to Future’s tech audience.

54%

22%increased by

100%

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