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LG launches new "Life’s Good" campaign worldwide

LG Electronics has launched its brand-new Life's Good by holding various activities worldwide.
LG recently launched its Life's Good campaign worldwide.

LG's more "dynamic and youthful brand identity"

In a statement, LG said it started rolling its new global campaign on August 22 by unveiling digital out-of-home (OOH) advertisements at some of the iconic landmarks across the world, including locations in Dubai, London, New York, Vietnam, and Seoul.

With its global campaign, the company aims to convey the message Life's Good to customers, inspiring and encouraging them to approach life with an optimistic attitude. In light of the rising uncertainty and instability worldwide due to post-pandemic changes, the campaign's ultimate goal is to uplift customers and spread a positive influence, fostering mutual support, it said.

The campaign also aims to share LG's philosophy and values as it remains committed to embodying the true meaning of Life’s Good. To deliver the message in a dynamic and youthful manner, LG launched its new brand and visual identity in April under the banner of LG’s brand reinvention.

LG's latest advertisements can be seen at Dubai's Burj Khalifa, the world's tallest building, the Landmark 81 skyscraper in Vietnam, the company's digital billboards in New York's Times Square and London's Piccadilly Circus, LG's LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea. The campaign can be also seen in London’s beloved red double-decker buses.

The advertisement videos showcase the 'Face of the Future,' the smiling face formed by the letters 'L' and 'G' that engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette, LG explained.

LG is also using its social media platforms to engage its young audience. On August 25, the company introduced exclusive free features, including the "LG Finger Heart Filter" and "Life's Good Sticker Package," on platforms like Instagram and TikTok. These are part of the company’s broader plan to launch a global participation campaign, connecting customers to its brand in new and exciting ways.

Collaboration content with various influencers and brand films will be also released through LG's global social channels.

LG has partnered with a collection of global influencers, all embodying the spirit of 'brave optimists' and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life's Good message, fostering inspiration and hope among customers around the world, the brand said.

LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers, said Lee Jeong-seok, head of LG Electronics' Global Marketing Center. We aim to enhance our communication with customers by sincerely sharing our core values and the message of Life's Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.

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