Client:LG Electronics
Project:LG Local Legends
Concept & Campaign Development, Bespoke Website Creation, Art Direction & Design, Content Management Systems, Video & Stills Production, Copywriting, Branding, Social Media & Content Creation
Problem
While globally acclaimed as a driving force in innovation and technological excellence, LG’s brand score and appeal was relatively low in Australia. We were tasked with generating a greater connection with Australians, and building a stronger trust in the LG brand.
To turn the local perception of LG as ‘not being very Australian focused’ on its head. And demonstrate that, despite what people might think, LG has been an integral part of their lifestyle and community for many years – and will continue to be for many years to come.
To showcase real Australians doing amazing things in their communities, and reward them with LG products. These ‘Local Legends’, picked by their friends and neighbours for going above and beyond, are living embodiments of LG’s brand promise to ‘enrich everyone’s every day’.
Rather than producing a traditional brand campaign, we chose to build a connection from the ground up, asking real people to nominate their Local Legends, via social and digital platforms. Each month a Local Legend was chosen from the many deserving nominees, and their stories were showcased on our website, social channels and beyond.
In a time dominated by bushfires, floods and a Global Pandemic, LG’s Local Legends came as a breath of fresh air and positivity, and the extraordinary organic reach and fantastic results certainly reflected that.
Social Sentiment saw the word PROUD associated with LG Australiafor the first time
