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1. Client : LG
Electronics
To increase customer awareness of and response to “Shine,” the latest sleek mobile phone launched by LG Electronics, we tried to appeal to customers by using a metaphor which we built finding a linkage between metal, the salient feature of the phone, and shining life.
To this end, we defined all the strategic processes based upon the concept copy of "This is the 'Shine' moment...From your 'Shine' moment." To maximize response and immersion of users, we adopted the “one-cut for one-scene” method, instead of relying on conventional techniques such as still images and animation. By doing so, we were able to express precious and shining moments of life in an emotionally appealing way. As for theme of the image, we selected six shining moments in the life of ordinary people to which most users can respond, rather than choosing sensational and stirring topics, as our research revealed that the phone is favored across all age groups. After watching all the six images, a user is seamlessly taken to “From your ‘Shine’ moment,” an interactive menu where other users briefly wrote about their own “Shine” moment. Being already exposed to the new meaning of “Shine” through the six images, the user will undergo a process of recollection and participation in the menu. With the design, we intended to deliver the campaign message ("This is the 'Shine' moment...From your 'Shine' moment") in a more effective way. |
