Creative Positioning for the LG KS20 – A Phone of Tomorrow, with the Timeless Glamour of Yesteryear.

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KS20

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Finding Our Insight
Audience
Competitive Context
The Phone
•
Developing Our Strategy
Consumer Trend
Finding Our Tone
Positioning
•
The Creative Idea
•
Deliverables

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I. Finding Our Insight

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Audience

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Trendsetting 25 to 34 year olds
who demand it all.

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They look for good design in
everything they touch.

7. LG Chocolate

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A Measure of Fashion and Status.

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The Handphone
An intimate extension of Self.

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Competitive Context

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Rise of the Smart Phone

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all in one.

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Impact of the iPhone

16. Unveiled January 9th 2007

17. The iPhone

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vs.
iPhone KS20

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vs.
iPhone KS20
3.5” screen 320x480
Two touch
135 grams
Slightly taller
2MP Camera
Comparable Hard Drive Storage
WiFi
Full HTML browser (Safari 3)
OSX
Software: iTunes with cover flow,
Google maps, YouTube, wodgets,
visual voicemail, display orientation ...
2.8” screen 240x320
One touch
99 grams
Slightly Smaller
2MP Camera
Comparable Hard Drive Storage
WiFi
Handwriting recognition
Windows Mobile 6 Pro
June 29th September

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iPhone KS20
Masculine
Functional
Ostentatious
Californian
Useful Multipurpose Tool
Feminine
Intimate
Understated
International
Essential Lifestyle Accessory

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iPhone KS20

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KS20 is a lifestyle phone.
The iPhone is a technology phone.
Don’t compete on their terms.
The KS20 should lead its own category.

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The Phone

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KS20 :: Smart

25. Enjoys a Peerless heritage

26. “Those LG Engineers may have just been teasing us with the KE850 because
they might be pushing out a successor to the Prada Phone - the LG KS20”
intomobile.com

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The KS20 perfectly delivers
against consumer demand
extension of personality
facilitates lifestyle
self expression

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II. Developing Our Strategy

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Consumer Trend

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We have observed an emerging consumer trend that is impacting everything:
a marked and growing appreciation for classic products,
updated with 21st century materials and knowhow

31. Bentley

32. The Monocle Bicycle

33. The Monocle Bicycle

34. Perfume Atomisers

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Timeless style
combined with cutting edge technology

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The Creative Challenge

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Assured Performance
+
Effortless Style

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Turning the KS20 into a timeless Icon.

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What makes an Icon?

40. Era today
Today

41. Yesteryear

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Iconic Objects

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Understated Elegance.
Audrey

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Understated Elegance.
Audrey

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Returning to the Creative Challenge
Assured Performance + Effortless Style

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Finding Our Inspiration

53. Nostalgia

54. Optimism

55. An Illustrated Romance

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A Phone of Tomorrow,
with the Timeless Glamour of Yesteryear.
Creative Positioning
Creative Idea
The Phone Personified

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III. The Creative Idea

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The KS20 Personified

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A Mysterious and Beautiful Woman

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A Phone that deserves its own name.

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Thank you.