LG Electronics, through its Mobile Communications area in Spain, has chosen the Tangoº agency to plan, develop and implement the launch campaign for its most advanced phone to date, the LG G6. The smartphone, defined as the “all-screen” smartphone, has had an ambitious transmedia launch campaign, pioneering in our country, supported mainly by branded content as a key tool to reach new smartphone consumers in a more extensive and effective way.
For this reason, LG Electronics has designed a strategy together with Tangoº that includes the first television programme recorded entirely on a mobile phone: “A toda Pantalla”, broadcast by Mediaset; a multitude of digital clips and parallel editorial content – in collaboration with Prisa; and the sponsorship of Loquillo’s first and only concert at the Teatro Real. This bought media strategy was reinforced by the company’s usual strategic support through its own media (Website, Social Media Channels, etc.) and a multiplied commitment to its Product PR strategy.
LG G6 Full Screen was a campaign created by and for the product itself : all audiovisual campaign materials and branded content were shot and produced with the LG G6 Premium Smartphone itself. In this way, the campaign itself was designed as a comprehensive demo of the device's functionalities, and had four key elements:
-Television Program: to demonstrate the great capacity and quality of belize phone number filming and image of LG G6, this Smartphone has been used to film the entire first television program on music and trends: “A Toda Pantalla”. Made up of different sections (live performances, interviews, rock anecdotes, musical cooking, Vengamonjas humor, etc.), it has reached up to 6 broadcasts and 6 rebroadcasts , on Saturday mornings on Cuatro. In addition, we have a plan to amplify 10” previews and 20” self-promos on Mediaset.
The programme was presented by Darío Manrique, María Gómez and Oscar Martínez, and featured many well-known faces such as Carlos Vives, Dani Martínez, El Langui, Edu Casanova, Amaral, Vega, Rayden, Aitana Sánchez-Gijón, Loquillo, Edu Soto, Edu Casanova and many more.
- Digital pills: Of great importance to the overall strategy has been the content created in the form of digital pills with the highlights of the program, as well as unpublished, unbroadcast content that was activated and distributed from the LG Spain YouTube channel, in the LG G6 A TODA PANTALLA playlist . This same content was then amplified on LG's own social networks, as well as those of media partners (El País, Tentaciones, Los 40 pp...) Example of a pill
-Editorial content: The campaign included daily editorial content, also produced with the LG G6 smartphone itself, which indirectly showed all the product's features (water and dust resistance, 125º wide angle, dual camera, etc.). The editorial content was integrated into the following media: Tentaciones (digital and print version) and its own section within the site, El País, Los 40 PP; and was amplified on the social networks of said media.
-Loquillo at the Teatro Real: In line with the spirit of the campaign (talking about music and trends, and doing so via a smartphone), and with the aim of also implementing offline actions, LG and Tango designed a major musical event that could reach a large audience, that could also go viral and, finally, that could be capitalized on through LG's own channels. This is how LG opened the doors of the Teatro Real for Loquillo's first and only concert in that emblematic place.
LG has thus managed to gain a space of its own in the music and trends area, strengthening its engagement with the target audience in the mobile sector, and showing in a very educational and non-intrusive way all the features and potential of its new terminal, LG G6. This campaign has chosen a fundamentally emotional communication, built on quality content and formats, built on the premise of being a complete demonstration of the Smartphone's features.