LG has launched the second phase of its Life’s Good brand campaign focusing on its new LG Optimus mobile portfolio.
The brand activity will consist of TV, print, Channel 4 and E4 idents and the launch of LG Life’s Good Facebook page.
The new LG idents created for Channel 4 and E4 are based on the spoof American soap opera ‘The Young & The Connected’, bringing to life ‘the drama that social networking adds to modern life’ in a setting full of ‘beautiful people, drama, revenge and skimpy swimwear’.
The idents can now be seen on Channel 4 and E4 on programmes such as The Inbetweeners, How I met your Mother, Scrubs, One Tree Hill, The Cleveland Show, Big Bang Theory and Beauty and the Geek.
LG has also designed the ‘Secret Drama’ application, which enables customers to find out how their friends interact with their Facebook profile and reveals who are the gossipers, the keenest and the slowest communicators of their online friends. The app can now be found and downloaded from the Life’s Good Facebook page.
LG UK head of brand, Paul Meadows, said: ‘The next wave of our Life’s Good Brand campaign continues to educate and encourage consumers to get involved in technology. These new initiatives highlight the growing popularity of social networking and our increasing focus in that area. Young people today communicate with their friends and the world around them via social networks and the quirky The Young & The Connected TV idents we have created are a fresh and fun way of dramatising that.
'The overall aim of the campaign is to demonstrate how technology continues to enhance consumer’s social lives – either by connecting people with their social network or giving people access to apps to make their lives easier.’
The new campaign ties in with the launch of the new LG Optimus GT540 handset, which runs on the Android operating system, and the announcement of the upcoming LG Optimus Series.
The campaign was created by Mindshare, RKCR/Y&R and LG ONE.