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LG Case Study Displax Interactive Systems M K T.011.0


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LG Case Study

LG Case Study

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  • 1. MKT.011.0 DISPLAX™ CASE STUDY LG COOKIE How to increase sales using product experimentation WWW.DISPLAX.COM © DISPLAX 2009
  • 2. Discover how LG skyrocketed the sales of their entry level new smartphone using large touch format screens to stimulate consummers into discovering the product in a non-intrusive way WWW.DISPLAX.COM © DISPLAX 2009
  • 3. MARKET SECTOR: TELECOMMUNICATIONS INDUSTRY: CONGLOMERATE COUNTRY: PORTUGAL COUNTRY: SOUTH KOREA BRAND: OPTIMUS BRAND: LG CLIENT OVERVIEW: Founded in 1998 CLIENT OVERVIEW: Founded in 1947 Owned by SONAECOM Products: Electronics, Chemicals, Products: Voice Mobile Internet Cable Television Telecommunications & Services Revenue 893M€ (2007 SONAECOM) Revenue $94.8b Number of customers: 2,893M Number of employees: 177.000 WWW.DISPLAX.COM © DISPLAX 2009
  • 4. NEEDS & MOTIVES Smartphones market became extremely competitive and agitated since the launch of the Apple Iphone Before the Iphone, smartphones were almost exclusively used by enterprise market. Since then, the market has become larger, with lots of new users entering it, and two niche markets emerging: the power-users and the tecno-chic The smartphones market has different competitor equipments from well established brands, such as Nokia, Blackberry, HTC, Palm, Samsung and LG Optimus got the exclusive distribution of the new LG Cookie in Portugal WWW.DISPLAX.COM © DISPLAX 2009
  • 5. NEEDS & MOTIVES LG Cookie is the most affordable smartphone on the market LG Cookie was created to appeal to the bottom users of the wider smartphones market while maintaining the spectrum of functionalities present in every smartphone One of the main characteristics of the equipment is its touchscreen display Optimus decided to make the touch a key element in the marketing campaign created for launching the equipment WWW.DISPLAX.COM © DISPLAX 2009
  • 6. LG Cookie 03 In store promotion WWW.DISPLAX.COM © DISPLAX 2009
  • 7. PROJECT DESCRIPTION DISPLAX™, together with Optimus and advertising agency EURO RSCG, created an innovative interactive campaign to promote the mobile phone. Giant replicas of the LG Cookie were created with contents simulating the phone’s operative system By touching the giant LG Cookie, people were actually experimenting the product itself. For instance, people could browse the menus, listen to mp3 music, scroll the contact list and other actions, just like on the real phone The giant phones were placed on Optimus 20 premium stores, where activation events were developed to enhance the phone’s awareness WWW.DISPLAX.COM © DISPLAX 2009
  • 8. PROJECT DESCRIPTION DISPLAX™ also partnered with JCDecaux, indoor mall billboard owner, for the LG Cookie special launch campaign. On the most important shopping centers in Portugal, DISPLAX™ turned the static billboards into interactive digital displays, running the LG Cookie operative system simulator, just like the giant replicas With this action, Optimus spread to the “street” the interactive campaign, reaching consumers that weren’t looking for a new mobile and therefore not visiting their stores WWW.DISPLAX.COM © DISPLAX 2009
  • 9. PROJECT DESCRIPTION This action became a huge success, creating a lot of buzz and awareness for the phone and the brand itself Optimus is well known for favoring marketing actions that create a user experience of their products and services, stimulating the consumer bond with the brand After its launch as an exclusive for Optimus, the LG Cookie ranked 3rd in top sales in Portugal WWW.DISPLAX.COM © DISPLAX 2009
  • 10. Shopping Center 03 “Vasco da Gama” WWW.DISPLAX.COM © DISPLAX 2009
  • 11. Shopping Center 04 Shopping Center “Colombo” 05 “Vasco da Gama” WWW.DISPLAX.COM © DISPLAX 2009