This campaign for the LG KC910 mobile phone in Bulgaria involved three phases: a teasing phase to raise interest, a reveal phase to present the product, and a boost phase to promote the campaign. The creative concept involved humanizing the phone by creating an imaginary persona named "R", a photographer who traveled and blogged about his life and experiences using the phone. Various offline and online marketing tactics were used to build buzz around figuring out who R was, including an actor interacting with people in public, distributing ice hearts and posters around the city, creating a blog and social media profiles for R, and generating posts on other influential blogs. The goal was to generate word of mouth about the mystery of R and in the process

1. “WHO IS R?”
CAMPAIGN OVERVIEW
(teasing and reveal phases)
Client: LG Electronics
Product: Mobile phone, KC910, Renoir
Agency: MediaBASKET

2. The “WHO IS R?” campaign was unique
for Bulgaria. Neither the offline guerrilla
actions, nor the blogs are yet popular
communication and marketing tools.
This campaign gained popularity of
KC910 on one hand and built an image
of LG as a modern and innovative brand.

3. CREATIVE CONCEPT
What if KC910 is a living man?
What if Renoir is a modern good-looking man?
Humanise the phone –We are all set of different skills and
qualities. We are unique - so is LG Renoir phone.
Tell an everyday story from the other site - what if the
phone is a human being? What would it feel and what
would it say?

4. PHASES
The whole concept of the “Who is R?” campaign is
based on buzz marketing techniques. The timeline
of the campaign contains 3 main phases:
Visits>>>
TEASING REVEAL BOOST
Time>>>
The “Teasing” phase raises interest of the audience by online and
offline means
The “Reveal” phase presents the product to the already raised
wave of interested audience
The “Boost” phase is popularizing the campaign itself and informs
about the project

5. TEASING AND REVEAL PHASE
Creating the imaginary person “R”
WHO is he?
R is a photographer, who loves to travel. He is young, intriguing, in
love…
WHAT does he do?
He meets people, makes friends, travels, he takes pictures, he loves, he
writes his own blog and does some other thing to express his
personality.
HOW? (communication tools)
A blog was created.
An actor (photographer) was roaming in the city meeting people and
giving a business card with his initial “R” and the domain name of the
blog “whoisr.bg”.
Ice hearts were spread around the streets in Sofia. And pictures were
posted on the blog.
R had his profile in social networks and commented on blogs and
websites to express his opinion.
Posters were distributed around the city.

6. COMMUNICATION
OFFLINE/ONLINE
The communication methods used in the campaign
aim generating “Word of mouth”.
Both online and offline activities are not conventional
advertising methods, therefore provoke interest.
A blog is used as an “end point” of the campaign. It is
the platform where the people could learn about the
whole story.

7. OFFLINE
THE ACTOR
The actor was introducing himself as “R” for 10
days. His real name is N B, he is 25 years old,
professional photographer.
He has met around 80-100 people, male and
female, aged 20-35.
He has discussed with them the “secret
project” he is involved in, without giving much
detail. The actual project was the project in his
role. He’s been talking about photography,
travelling and mobile gadgets.
He’s been using LG KC910 Renoir. People were
interested in the phone and the actor has
shown them the functionalities it has.
He has been in more than 20 locations (in most
of them at least twice).

8. OFFLINE
THE ACTOR/locations

9. ICE HEARTS
OFFLINE
300 Ice hearts were spread around the city in 5 days, in the most crowded areas.
The heart made of ice is a symbol of R’s love and sensibility.
The acts of placing the ice figures was drawing walkers’ attention.
A group of three people, wearing LG t-shirts were parking a minibus in key locations
in Sofia, placing the frozen figures and taking pictures of the “happening”.
Their mysterious actions did not only draw traffic to the website, but also emerged to
a “urban legend and did provoke “Word of Mouth”.
Labels “Who Is R?” with the logo of LG were attached to the hearts.

10. ICE HEARTS/Locations
OFFLINE
The locations were selected according
to the target group.

11. POSTERS
OFFLINE
2,000 posters were posted
In 3 days around Sofia.

12. ONLINE
A team of four people was playing “R” online.
The topics in his blog were meticulously selected in order to fit the overall
image of “R”. The postings contained variety of features of R, that
depicted functionalities of the phone (camera, touch screen, GPS, Dolby
mobile, jogging buddy).
R had a blog roll of 21 of the most influential bloggers in Bulgaria, they
were selected according to the targeted audience.
He was commenting on more than 50 other blogs in order to “make
friends”.
R had a profile in the radio/music social network Last.fm, where he was
able to express his taste and opinion.

13. ONLINE
THE BLOG

14. ONLINE
Profile in Last.fm
(radio/social network)

15. ONLINE
Posts in Svejo.net

16. ONLINE
The story of R was sent in newsletter to all the registered users of svejo.net.

17. Gbg.bg
ONLINE
gbg.bg is one of the most popular online media in. The “selected” section from svejo.net is
being posted as RSS feeds on gbg.bg.

18. ONLINE
POSTINGS in other blogs
The mysterious R provoked publications in other popular blogs.Bloggers were trying
to guess who R was and did analyze the happening .
sveja-idea.com
sveja-idea.com (Fresh idea) is a blog
for marketing, management and business
by Margarit Misirdjieva.
The subject of the posting is “Who is R? –
the answer”
The campaign is described as “new and
interesting for Bulgaria type for
advertising”.
The posting continues with:
“Congratulations LG! Successful,
unostentatious and exceptionally creative
campaign!”

19. theplamen.blogspot.com
theplamen.blogspot.com is a personal
blog of “The Plamen”.
The subject of the posting is “Various 46”. It
contains different things that have
impressed the author.
There is a picture of the hearts and text:
“You might have seen them yesterday in
the morning – groups of three ice hearts in
different locations in Sofia, with flyers
attached. Good idea. The flyers are
labeled “Who is R?”, but the surprise alas,
is spoiled by the logo of LG.”

20. blog.m3college.com
blog.m3college.com is the blog of an
education center for marketing, PR and
business communications. The author is
Elitza Gancheva.
The subject of the posting is “A campaign
that deserves attention”.
The author describes the ice hearts that
she saw in “locations typical for Sofia” as
“beautiful” and “bringing good mood”.
The posting continues with:
“For me it was very pleasant and
impressive! Congratulations!’

21. ONLINE
WHO IS R in the blogosphere
“Who is R” by LG was depicted as “the best
advertising campaign of the year” by one
of the bloggers, feeding the most read
blogosphere of Bulgaria.