LG unveils G2 'Learning from you' multi-million pound launch

LG has today unveiled its new flagship handset, the G2, supported by a multi-million pound launch campaign, called "Learning from you".

The campaign, created in house, highlights the fact that the premium smartphone is based on extensive user insight carried out by the brand, and has new features "inspired by everyday human actions", designed to mark a new direction in smartphone design.

The media has been planned and bought by Arena. The campaign will run across TV, cinema, outdoor, digital and social channels. A media partnership with the Telegraph sees the brand sponsor its new men’s channel, and interactive video on demand ads to showcase the new features of the phone.

The new phone boasts a 5.2 inch FHD IPS display, with a step-shaped battery designed to take up as much room as possible to ensure longer life, an SLR quality camera, a 24bit audio for rich music playback and a rear button for power and volume.

Carolyn Anderson, head of marketing at LG, said: "Our G2 is our most exciting launch yet. This isn’t style over substance – each of its features has been carefully developed and is inspired by the way we interact with our smartphones in day-to-day life."

The launch comes just two months after LG Electronics unveiled a new brand identity and strapline, "It’s all possible," promising to highlight its "dedication to delivering differentiated values and experiences to consumers".

Yesterday however, reports emerged that LG is planning the launch of a curved screen smartphone on Android called G Flex, a week after Samsung unveiled the world’s first curved screen smartphone on the market.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published