The target audience is young women ages 15-20 who enjoy fashion and social media. They influence purchase decisions through online research and consulting friends. They are open to switching smartphone brands and have not decided on an operating system. They share photos and videos online and use their phones for communication. Retailers should enhance the shopping experience through interactive features. The campaign aims to drive 400k units of LG's L series phones between March to August 2012 by positioning the phones as fashionable and affordable for young women.

2. Today
 A journey to understand your target
 Consumer purchasing behaviour
 Implications
 Retail environment
 Strategy
 Plan
 Creative
 Activities
 Media
 Budget
 Measurement

3. Our understanding of your challenge
 A campaign that achieves our objectives between March (launch) and August,
addressing the following issues:
 What the L series stand for in the target consumer’s mind
 What role does each handset play (L3/L5/L7)
 Choosing a handset to focus on out of the three:
 A creative thought and platform to bring the chosen handset
 A creative and media response to launch this handset
 How does all of this activity relate back to helping the brand create a clear identity and
positioning within the UK
 LG Mobile’s current brand performance indicates a need to clarify what the
brand stands for and to tell a clear story relative to competitors
 To compete, LG must rectify brand perception issues around style,
functionality, innovation and acceptance
 Working with a budget of £3m pounds

4.  Creative integrated
approach to marketing
communications
 Effective strategies based
on thinking like your target
 Based on in depth
consumer behaviour
understanding
 Experienced professionals
in different areas of IMC
 Out of the box…

5. Our IMC 360° approach

6. Your objectives
 This objective is key to the success of LG Mobile: Business
Objective : Sell 400k of the L Range to drive continued listings
in retailers
 Sell 400k units of the ‘L’ series phone range between March
and August of 2012
 Secondary objectives:
 Create a clear identity for the phones within the ‘L’ series,
giving consumers a clear reason to consider the range and a
specific phone within it
 Improve perceptions of the LG mobile brand around
performance, quality/value or preference

7. Our objectives
Support you in delivering the target sales, but also…
 Create consumer interest and purchase in LG Smart
phones that have no real technological edge vs
competition
 Ensuring we create a platform to grow the market share
and position of the brand towards the future
 Create differentiation through IMC in a commoditized
category
 Push and pull
 Get the mobile brand to a new position

8. Our insights
 Young men (15-19) are more oriented to specs and technical savvy in
buying mobiles
 Young women (15-19) are more oriented to fashion and social trends
 Smartphones are becoming commodities
 Little product differentiation: similar specs
 Mobile retail stores are saturated
 Young women are price conscious and want to spend more money in their
looks
 Most use pay as you go phones
 The most common use is social networking sites.
 Almost everyone who has used their smartphone to access the Internet has
visited a shopping site.
 Younger people use the smartphone for entertainment and communication.

9. Our insights
 Phones 4U has by far the youngest profile – perhaps reflecting its
price-led image. (Note that the sample size is quite small and so less
reliable for than for the others).
 Network stores attract younger customers.
 Female consumers are more likely to take advice (45%) about
technology products.
 Under-25s are the major driver of online and mobile sales
 Effectively targeting them with marketing campaigns and offers is
crucial
 Interaction is the new buzz word in this respect
 Fashion-themed challenge apps providing an engaging way for
brands and retailers to connect with their core audience and raise
their brand credentials

10. A picture of our target
 More than one in five (22%) under-25s are currently out of work
 The rising cost of living and the difficulty for youths to get a toehold on the
property ladder is forcing more youths to remain in the family home
 But under-25s are most preoccupied with their appearance, with the
majority believing it is important to look well-dressed and be attractive to
the opposite sex.
 Young females are the most fashion-obsessed
 Teenage girls from the AB socio-economic group stand are the most avid
fashion purchasers
 It is important for one in five 15-24s to win the approval of their peers by
mainly buying clothing that they know their friends/boyfriend/girlfriend will
like

11. A picture of our target
 Six in ten young women include New Look within their repertoire of
clothing outlets and its popularity peaks among 15-19s.
 Under-25s are devoted shoppers, with six in ten (58%) really enjoying the
clothes shopping experience and four in ten (41%) spending a lot on clothes
(TGI).
 Mintel’s research reveals that over six in ten (62%) 15-24s make fashion
purchases at least once a month.
 Difference between youths in their teenage years and early twenties:
 Teenage are free to buy new garments frivolously as they are yet to take on
the substantial financial burden of living independently
 Over 20s spent half (53%) of their income on rent or mortgage repayments and
bills

12. Who are they?
 Young women from 15-20
 They still live in their parents home
 They study school or college
 They love fashion shopping
 They are price conscious
 They love social sharing and interacting
 They are from a family ABC1
 They want a smartphone but only will use basic: web,
SMS, music, video, camera
 They can’t buy a high end smartphone
 Their parents will buy a phone of a reasonable price

13. Purchasing behaviour of our target
 Over a third (36%) view shopping for clothes as an enjoyable social
activity to share with friends, rising to four in ten (41%) females and almost
half (47%) of teens.
 A fifth of teenagers like to buy clothes with their parents because they
are willing to pay for items
 Retailers need to enhance the experiential element of their retail
environment, for example by adding interactive features or by hosting
fashion-themed entertainment events exclusively for youths to stimulate sales
from these wealthy social shoppers
 In-store competitions and fashion-orientated challenges whereby
shoppers can win rewards such as discounts or entry into competitions would
provide good incentives.
 Evolution within bricks-and-mortar stores will help to add excitement to the
retail experience. Revolutionary store designs, compelling displays and
interactive elements will help to encourage spending from the youth
market.

14. Purchasing behaviour of our target
 Some 57% of youths prefer to go shopping alone because it is quicker and easier
 In today’s hectic society, shoppers want to maximize every spare minute
 Retailers need to make the shopping process streamlined and convenient.
 ‘Tweet mirrors’ in fitting rooms, which capture pictures of customers in different
outfits, and shared with friends via social networking sites, enable these solo
shoppers to get feedback from peers and help them with their purchasing decision.
 Young consumers desire a boundary-free shopping experience, the convenience
and flexibility of using a smartphone to make fashion purchases at any time and
almost anywhere.
 Skype has become the latest vehicle to be used in the rapidly advancing
multichannel retail technology
 Fashion retailers and brands must discover innovative and compelling new ways
to attract their clientele.
 Interactive and radical new retail features take the in-store shopping experience to
a new level and are likely to draw in younger shoppers through their novelty factor.

15. They search online and consult with
friends…
FIGURE 5: How next phone will be chosen, December 2011
Base: 1,896 internet users aged 16+, who use mobile phones
SOURCE: GMI/Mintel

16. They buy online or look online first
FIGURE 42: Process of buying mobile phone, December 2011
Base: 1,896 internet users aged 16+, who use mobile phones
SOURCE: GMI/Mintel

17. They plan to change their smartphone
in the next 3 months…
FIGURE 3:
Plans for purchase or upgrade of consumer technology
products in the next three months, January 2012
Base: 2,000 internet users aged 16+
SOURCE: GMI/Mintel

18. They are very likely to switch in the
short term…
Plans for purchase or upgrade
FIGURE 43: Plans for purchase or upgrade of mobile phones in the next three months,
by age, January 2012
Base: 2,000 internet users aged 16+
SOURCE: GMI/Mintel

19. Almost 50% haven’t decided and 17%
want Android…
FIGURE 44: Desire for future mobile phone operating system, December 2011
Base: 1,905 internet users aged 16+ who have a mobile phone
SOURCE: GMI/Mintel

20. They share pics and video, they talk
online and use audio
FIGURE 61: Social and sharing online activities performed in the past three months,
by device, January 2012
Base: 1,983 internet users aged 16+ who used a computer, smartphone, and/or
tablet to access the internet in the past three months
SOURCE: GMI/Mintel

21. Women are more likely to use social
networks…
FIGURE 62: Social and sharing online activities performed in the past three months,
by gender, January 2012
Base: 1,983 internet users aged 16+ who used a computer, smartphone, and/or
tablet to access the internet in the past three months
Note: Results are a net of online activities performed across computers,
smartphones, and tablet computers
SOURCE: GMI/Mintel

22. They are high spenders in clothing and
shoes…
FIGURE 46: Expenditure ranking, by age group, September 2011
SOURCE: Ipsos MORI/Mintel

23. They have a preference for
fashionable but affordable clothes…
FIGURE 5: Retailers shopped at in the last 12 months, September 2011
Base: 960 adults aged 15-24 who buy clothes
SOURCE: Ipsos MORI/Mintel

24. Brand assessment
 Lack of specific targeting
 Ads lack USP and don’t reflect style:
• Modern design? Not unique feature
• Large screen? All smartphones have it
 Brand wheel is generic
 Search ability is low (need SEO)
 Promotion is not very attractive (O2 Arena too)
 Three handsets: find how we communicate with consumers which one
is the one for them
 Their Facebook is not very interactive
• Not engaging activities (contest is generic)
• No response to critics
• No dialogue

25. But, this is not bad,
it’s an opportunity to create over blank

26. Target market size
FIGURE 16: Trends in the age structure of the UK population, 2006-16
2006 2011 2016 % %
(proj) (proj) change change
000s % 000s % 000s % 2006- 2011-
11 16
0-4 3,496 5.8 3,883 6.2 3,898 6.0 +11.1 +0.4
5-9 3,490 5.8 3,508 5.6 3,892 6.0 +0.5 +10.9
10-14 3,751 6.2 3,500 5.6 3,515 5.4 -6.7 +0.4
15-19 3,996 6.6 3,832 6.1 3,571 5.5 -4.1 -6.8
20-24 4,024 6.6 4,359 7.0 4,182 6.5 +8.3 -4.0
25-34 7,897 13.0 8,385 13.4 9,257 14.3 +6.2 +10.4
35-44 9,262 15.3 8,660 13.8 8,081 12.5 -6.5 -6.7
45-54 7,834 12.9 8,705 13.9 9,095 14.0 +11.1 +4.5
55-64 7,150 11.8 7,330 11.7 7,428 11.5 +2.5 +1.3
65-74 4,971 8.2 5,501 8.8 6,344 9.8 +10.7 +15.3
75-84 3,440 5.7 3,540 5.7 3,829 5.9 +2.9 +8.2
85+ 1,276 2.1 1,446 2.3 1,681 2.6 +13.3 +16.3
Total 60,588 100.0 62,649 100.0 64,773 100.0 +3.4 +3.4
SOURCE: Office for National Statistics/GAD/Mintel

27. Strategic approach
We want to…
 Associate the brand with fashion
 Get close to our target audience
 Get out of the traditional retail space
 Seek for brand identification within the target
 Team with a more powerful brand for the target
 Offer an experience
 Interact with the target to build engagement
 Continue to activate the traditional retailers
 Have an aspirational approach to the brand

28. Strategic plan deployment
March April May June July August
Launch
event
Advertising
Regional activation
Facebook contest
In store activation
Retailer activation
DIM campaign
PR campaign

29. Brand wheel
Value: Makes me feel young, stylish and unique;
Makes me feel I spend my money wisely; Fits my needs;
Allows me to buy other things I like
Personality:
Model; Young; Stylish; Fashionable; Energetic; Chic
Benefits: Accessible price; Variety of Apps; Free paid
Apps; User friendly; Convenient; Customizable; Perfect
screen for video
Attribute: Android new system; Basic function you need;
HD screen and big; Uncomplicated; Thin, light; Modern
design; Supported by major brand

30. Creative concept
We want to position the phone as…
 A stylish accessible smartphone
 Does all that you need
 Associate with fashion to leverage our brand
 Great for socializing
 It’s trendy and fashionable
 It is….
Simply perfect

31. How to engage with the target?
 Teenage girls follow role models.
 They like fashion and love music.
 They rather see someone like them but better.
 That is why we think we should adopt the current trend setters…
 Become brand ambassadors and campaign image
 Use the mobile phone for all and show it
 Launch event
 Interact and engage in Social Media
 Participate in activation around UK
 Adopting a way for the brand to communicate with the target

32. Little mix
 X Factor winners 2011
 Loved by teen women
 Loved by moms
 Hugely voted in X Factor
 New album
 4 different styles of girls that represent
our target
 Fashion icons
 Loved by the media
 315,000 fans on Facebook
 Famous but not unreachable
 Represents our brand positioning well
 Very good at digital engagement

33. Creative result
Brand identification
and effective stylish positioning

41. Activities
 Partnership with fashion brand (ie.
New Look)
 In store special display: LG Lounge
 LG contest to select best model in LG
lounge taking pic with phone
 Interactive application for trying
clothes on
 Interactive changing rooms
with phone and social sharing

42. Activities
 A pull program with sales
promotions for channel:
 Contest for salespeople on
traditional retailers
 Launch event with training,
fashion advise and a free
coupon for one look
 Special exhibition in retailers
 Train salespeople to offer the
whole collection of L Series

43. Activities
 Direct and interactive marketing:
 Facebook updates, ads and app
 Mobile site
 Campaign microsite
 Email
 New look flyers
 SMS
LIST/MEDIATYPE # of contacts Response Rate Number of responses Conversion Rate Sales
Facebook 1.600.000 1,0% 16.000 1/4 4.000
Facebook ads 5.072.980 0,1% 5.073 1/4 1.268
Facebook app 366.000 10,0% 36.600 1/4 9.150
Email 2.000.000 0,1% 2.000 1/4 500
New look flyers 10.000.000 0,1% 10.000 1/4 2.500
SMS 5.000.000 5,0% 250.000 1/4 62.500
TOTAL 31.418.000 319.673 79.918

44. Activities
 Contest for background design:
 People can create their design for background cover
 All shared on Facebook and open to public vote in
both brands page
 Best 10 designs will be produced and give for free
to all clients of the fashion retailer

45. Activities
 Very targeted advertising
campaign:
 Newspaper
 Teen magazines
 Digital, Google Ad words and
social media
 Buses
 Tube ads

46. Activities
 An integrated public relations approach:
 Press conference
 Press event with fashion advisors for IT journalists
 One to one media interviews with Little Mix and
Fashion editors, bloggers and websites
 PR supporting regional activation
 Media relations activation for launch event with red
carpet and online social sharing with pics to select
best dressed
 Regular updates on brand advance

47. Launching event
 Simply perfect fashion show & Rock ‘n’ Roll
 3rd March 2012
 LG Arena
 Combination of product launching fashion show and
mini concert, the stage will design with both
performing stage and runway
 The background of the Stage will use projector to
illustrate the L Serial Video
 The LG ambassador – Little Mix will be perform for
the launching event
 During the performance there will be models
walking on the runway to shows the LG L Serial and
new collection from New Look
 Entrance for all is a red carpet and all women
should come in fashionable outfits.

48. Regional plan
 LG Mobile Lounge
 Every weekend from March to August
 Six major city in the UK (by population)
 Birmingham, Liverpool, Leeds, Sheffield, Bristol,
Manchester
 The Lounge will be place on the high street
 The Lounge will use Volkswagen T1 to design as a
mini show room.
 Every Lounge will have 6 male models to attract
the target audiences
 The male model will be training to be familiar with
the L serial products in order to present to the
customers.

49. Media Plan
 Advertising on Teenage magazine
-Shout website (homepage takeover) for 10 weeks
-Shout (full colour page) for 6 months
-Bliss (full colour page) for 6 months
-Top of the pops (full colour page) for 6 months
-Mizz (full colour page) for 6 months
 Advertising on the Metro
national colour full page for 8 day
 Advertising on London Buses
100 Central London Buses (T-Sides) for 2 weeks
 Advertising on London underground – oxford circus station
20 Digital Escalators Panels for 6 weeks (targeted schedule: week 4-7 pm), weekend 8-12pm)
 Advertising on Facebook
Target Audiences: UK, 15-19, Female (5,072,980 people)
 Advertising on Google Adwords

50. Media Plan Budgets
 Advertising on Teenage magazine
Shout website(homepage takeover)
cost = £2,000 (per week) * 10 wks = £20,000
Shout(full page colour)
cost = £3,885(per ad) * 6 = £23,310
Bliss (full page colour)
cost = £7,800 (per ad) * 6 = £46,800
Top of the pops (full page colour)
cost = £9,050 (per ad) * 6 = £54,300
Mizz (full page colour)
cost = £3,600 (per ad) * 6 = £21,600
 Advertising on the Metro (national colour full page )
cost = £37,000 (per ad) * 8 = £296,000

51. Media Plan Budgets
 Advertising on London Buses
cost for 2 weeks= £1,212 *100 Buses = £121,200
 Advertising on London underground – oxford circus station
20 Digital Escalators Pannel = £67,780
 Advertising on Facebook
5,072,980 (target) * 1% (RR) * £0.31 (per click) = £15,726
 Advertising on Google Adwords
£300,000 (people per month) * 0.62 (per click) = £186,000
 Total budget = £852,716

52. Media Timeline
Weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 2
4
Shout
online
Shout
Bliss
Top of the
pops
Mizz
Metro
Buses
Tube
Facebook
Adwords

53. Budget
Item Quantity Unit cost Total cost
Direct and interactive campaign 1 £321.573 £321.573
Media campaign 1 £852.716,00 £852.716
Launch event 1 £500.000,00 £500.000
Little mix contract 1 £350.000,00 £350.000
PR agency and campaign 1 £200.000,00 £200.000
Regional events 1 £300.000,00 £300.000
Digital development 1 £150.000,00 £150.000
Sales promotion costs 1 £200.000,00 £200.000
Channel marketing activation 1 £100.000,00 £100.000
TOTAL £2.974.289

54. Measurement and evaluation
As per your brief, the following are the KPIs we will measure.
 Volume sales of the L series phones
 Awareness of LG mobile and the L series
 Consumer brand favourability and purchase intent
This should be measured by the following methods:
 Pre-testing focus groups for copy, creative and other alternatives.
 Pilot for DIM campaign: SMS, e-mail, Facebook ads, and Adwords
 Sales in non-traditional channel
 Sales through traditional channel with salespeople program
 Increase of volume of shares per shop towards previous products
 Online sales achieved by the DIM campaign (ROI)
 Share of voice on publications
 Tracking study
 Position of the LG Mobile brand in wider market tracking studies