LG OPTIMUS BIG launching campaign

When LG Mobile decided to launch their new Optimus BIG, Korean smartphone market was bisected by iPhone and Galaxy series. We needed an effective online marketing plan in order to launch Optimus BIG in an excessively competitive market.

We executed a differentiated onlinecampaign strategy based on the level of consumers’ involvement. Contents with emphasis on functional strength was used to persuade the consumers with high level of involvement. And to persuade consumers with low level of involvement, we created an interview video with members of Big Bang.
Truthful interview of members of Big Bang was shown in the contents and the result was good. We tried to maintain consumers’ visiting rate of product website by gradually releasing the video.

The video instantly proliferated through online with positive response, resulting more than CTR of 0.3% on NaverTimeboard. Hence, contributed in increment of sales profit and market share of LG Mobile.