LG campaign focuses on social media

LG Electronics is today launching the second phase of its 'Life's Good' brand campaign, focusing on social media and designed to show how "technology enriches consumers' lives".

The second phase of activity has been created by RKCR/Y&R and PR agency LG ONE, with media planning and buying handled by Mindshare.

The activity focuses on bringing to life the new LG Optimus mobile family. 

TV ads will feature during a selection of lifestyle, sporting and entertainment programmes on ITV, Channel 4, Five and Sky, supported by national print ads.

There will also be a series of LG idents running around comedy programmes on Channel 4 and E4 such as 'The Inbetweeners' and 'Scrubs'.

The quirky idents are based on a spoof American soap opera 'The Young And The Connected' which brings to life the drama that social networking adds to modern life.

Fans of the new LG idents are encouraged to visit 'The Young And The Connected' YouTube channel, where exclusive content from the soap opera can be viewed such as the never-before-seen opening title sequence and a 10-minute behind-the-scenes documentary featuring the show’s stars.

There is also a new 'Life’s Good' Facebook page, which houses an app called 'Secret Drama'. This allows users to find out how friends interact with their Facebook profile. It reveals who the "gossipers" are, as wells as the "keenest" and the "slowest" communicators among online friends.

Paul Meadows, head of brand at LG UK, 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 And The Connected' TV idents we have created are a fresh and fun way of dramatising that."

The new campaign ties in with the launch of the new LG Optimus GT540 handset, which runs on the Android operating system.

More information on the LG range of mobiles, including the new Secret Drama Facebook app can be seen at www.sociallysmarter.co.uk.

The first phase of the 'Life's Good' brand campaign rolled out in May. It marked a shift in strategy for the electronics company, moving away from product-led marketing initiatives, to focus on how to make technology more accessible to consumers.

Last month, LG appointed Dan Walsh as head of mar­keting for mobile from Commercial Advantage Consulting, where he was a marketing consultant. He has also previously held positions at T-Mobile and Orange.