Seoul, South Korea – LG Electronics has launched a global social media challenge to amplify its brand promise of ‘Life’s Good’ by encouraging customers worldwide to create and share moments of everyday optimism on their social media feeds.
Running across TikTok and Instagram, the challenge encourages participants to foster a more positive environment on their social media feeds by posting optimistic moments and selfies featuring the “finger heart” gesture – a popular symbol among K-pop idols created by forming a mini heart with the index finger and thumb – using the hashtags #Lifesgood and #Optimismyourfeed.
The social media challenge is part of LG’s ‘Optimism your feed’ campaign and follows the launch last month of LG’s Optimism your feed playlist – a collection of original content that, when interacted with, will pull more optimistic content into your feed.
Created in collaboration with global influencers known for their positive impact, the playlist offers users the opportunity to experience more uplifting and encouraging posts. Within just three weeks of its release on TikTok, YouTube, and other social media platforms, the playlist has garnered over 1.2 billion views. It has resonated with viewers worldwide, prompting comments about their eagerness to participate and positively influence their algorithms.
Spreading the campaign’s message of optimism to employees as well as the outside world, LG has also launched an offline campaign event called ‘Optimism your day,’ which will run till early July. Continuing from last year, a truck adorned with the company’s ‘Life’s Good’ brand slogan is scheduled to tour Korea whilst featuring a large LED display playing the campaign videos and showcasing positivity slogans shared by LG employees worldwide.
Talking about the campaign, Kim Hyo-eun, vice president and head of the brand management division at LG, said, “LG is committed to delivering on its promise of ‘Life’s Good. This social media challenge aims to uncover and share what ‘Life’s Good’ means to our customers. We believe there is real power in approaching life with an optimistic attitude, and our Optimism your feed campaign’s social media challenge is all about embracing the opportunity to inspire more positive activities in the virtual and real world.”
Meanwhile, Willam Cho, CEO of LG, commented, “We are all brand ambassadors of LG. If each of us starts brightening our surroundings one step at a time, I believe LG will one day become a company that truly radiates positivity, helping to create better lives and a better world.”
Tag: LG
New York, USA – South Korean multinational electronics company LG has partnered with advertising agency TBWA\Chiat\Day New York for its new ‘Better Choices Make a Better World’ campaign that echoes the company’s commitment to sustainability.
The multifaceted campaign features a hero film that follows three ‘changemakers’ who are creating a more sustainable future with the help of LG’s home appliances. The global campaign used mixed-media to bring together live-action miniatures, 3D models, and animation, creating a miniature world that represents a better world with LG appliances.
For this campaign to be possible, LG and TBWA\Chiat\Day New York tapped global creative studio LOBO, which specialises in moving images, to bring to life their campaign film through a certified ‘green’ production.
To further show their commitment to sustainable initiatives, LG has also worked with consulting firms Set Sustentável and Casa Causa to ensure that, from conception to execution, the new global campaign would have a reduced environmental impact.
The consulting film was tasked with overseeing the production process to reduce the environmental impact through waste management initiatives.
Sookie Roh, vice president and head of LG Electronics home appliances and air solution brand communication division, said, “LG appliances are well known for their category-creating innovation, but we do not believe in innovation for the sake of innovation. Over the years, we have been raising awareness of sustainability initiatives connected to our products, and in our latest campaign, we aim to connect to an audience that shares our belief in the power of positive change—the brave optimists we call changemakers.”
“We want to convey that our customers have the potential to change the world through the choices that they make in their daily lives,” she added.
Speaking on the campaign, Allie Lightcap, business director at TBWA\Chiat\Day New York, also shared, “When we learned about the positive, eco-conscious technology of LG’s home appliance products, it was important to us that we had the same commitment to the environment through our production craft: from the development of each unique character to building the miniature sets to crafting the 3D models of LG’s home appliances. We made sure that the campaign represented the same attention to detail and sustainability as LG’s products.”
Seoul, South Korea – Multinational electronic company LG Electronics (LG) has launched its latest motivational brand film that highlights the importance of optimism to communicate the true meaning of the brand’s ‘Life’s Good’ message.
Crafted in collaboration with the creative team at TBWA\Chiat\Day New York and headed by EmmyAward-winning director Nicolai Fuglsig, the 90-second film powerfully illustrates what can happen when one elects to walk the path of optimism.
The new brand film features a middle-aged man struggling to ride a longboard down a suburban street. However, as the film progresses, he becomes more determined and begins to slide gracefully over the asphalt with a smile on his face.
Upon choosing optimism in his personal journey, the man was able to overcome obstacles and accomplish something no one believed he would be capable of. The heartwarming story is a reminder that there’s an optimist inside everyone; it’s merely a matter of deciding to embrace it.
The new brand film is part of the brand’s ongoing global ‘Life’s Good’ campaign, which aims to inspire people to face challenges with an optimistic attitude during difficult times. It also highlights the enduring nature of LG’s brand philosophy and values, which the company has consistently upheld throughout its entire history.
The campaign has also graced some of the most iconic landmarks in various cities around the world, including Dubai, London, New York, and Seoul.
LG is transforming its businesses and the way it communicates its brand with customers and stakeholders through brand reinvention. With this, the company ensures the values and philosophy of ‘Life’s Good’ are delivered at every touchpoint across the customer experience.
Jeongseok Lee, senior vice president and head at LG’s Global Marketing Center, shared, “Life’s Good represents our unwavering commitment to making people’s lives better through innovation. In line with our future vision to become a smart life solution company, we will communicate with various customers at every touchpoint in a more dynamic and youthful way.”
Speaking on the campaign, Kim Hyo-eun, vice president at LG’s Global Marketing Center, also said, “With our global campaign, we aim to convey our message of Life’s Good, inspiring and encouraging customers to take life with an optimistic attitude. We hope that our brand film can uplift customers and create meaningful influence on their lives.”
Meanwhile, Director Nicholai Fuglsig said, “LG came to me with the idea of sharing the meaning of its Life’s Good philosophy through the lens of choosing optimism, and I was immediately drawn to the project.”
“I love the story of an unexpected hero venturing out of his comfort zone and using optimism to overcome challenges. Personally, I feel it’s a powerful reminder not to get bogged down by negativity and to live life to the fullest,” he added.
Seoul, South Korea – Multinational conglomerate corporation LG Electronics has announced a new brand direction and visual identity, which focuses on angling the brand as more ‘youthful and dynamic’ across its multiple customer touch points.
According to the company’s updated brand communication guidelines, LG outlined the new direction for the brand to be loved by customers across countries and generations, including Generation Z, and ultimately establish itself as an iconic brand.
Moreover, the updated brand guidelines reiterate LG’s core values of ‘Uncompromising Customer Experience,’ ‘Human-centered Innovation’ and ‘Warmth to Power a Smile.’
The new visual identity will see LG using also a more energetic LG Active Red color hue across all customer contact points. Also, various gradient elements in LG Active Red, white and black were also introduced, offering variety as they can be applied according to the unique characteristic of each product or service.
In the digital space, the company’s symbol will come to life, engaging customers with a new level of expressiveness. The brand symbol, composed of the letters ‘L’ and ‘G,’ can perform eight unique motions, including nodding, spinning and winking. With its new capabilities, the brand symbol can greet customers with a friendly smile or move along with background music on digital platforms in a variety of witty ways.
Lastly, the company also designed a new typeface for its ‘Life’s Good’ brand slogan, which will be used more widely as a brand asset in product packaging. Said typeface have been inspired by shapes depicted by various LG products.
William Cho, CEO of LG Electronics, said, “Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth. Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”
Seoul, South Korea – LG electronic’s premium brand LG SIGNATURE has partnered with international style icon Olivia Palermo for a new digital campaign which will showcase the brand’s sophisticated products in line with its philosophy, “Art Inspires Technology, Technology Completes Art.”
Through its collaboration with Palermo, the brand will actively engage with millennial consumers worldwide, sharing its message of sophisticated luxury.
The company said that as millennials are rapidly emerging as the world’s largest and most influential group of consumers, Palermo’s participation in the campaign will highlight the brand’s value and authenticity to such demographic.
Palermo is known as a socialite and fashion figure in America who started out in a reality TV show on MTV back in 2008. Currently, she’s the founder and chief creative officer of editorial and clothing brand Olivia Palermo Group, Inc.
LG SIGNATURE thinks that Palermo is a living embodiment of the brand.
It says in a press statement, “Just as LG SIGNATURE does with its innovative and artistically inspired appliances, the international style authority and entrepreneur strives for perfection in everything she does, whether it’s styling an outfit for a fashion event or creating a new collection of clothing.”
In particular, the digital campaign will have Palermo sharing how her philosophies of luxurious lifestyle, personal mission, and achievements coincide perfectly with LG SIGNATURE.
Palermo commented, “I am thrilled with the honor of working with LG SIGNATURE. A premium lifestyle is one where you can always feel like the best version of yourself. It’s a feeling of luxuriousness found in the appreciation of simplicity and efficiency, that technology makes a possibility, and LG SIGNATURE seamlessly enables all of that without having to sacrifice beauty.”
Kim Jin-hong, head of LG’s global marketing center said, “Working with such an influential fashion-world icon once again highlights how we are bringing art and technology together. We are delighted to be partnering with Olivia Palermo, as she represents exactly what LG SIGNATURE stands for. Her elegant style and drive to bring perfection to everything she does make her a wonderful ambassador for the brand.”
LG SIGNATURE claims to be the first ultra-premium brand across multiple product categories. It currently offers a growing lineup of state-of-the-art OLED TV, smart refrigerators, and washing machines among others.