Client
LG
Services
Messaging, Brand Positioning, OLED campaign
Year
2020
Defining messaging and brand positioning on a campaign for LG’s OLED technology. LG is the original designer of OLED – the world-famous screen technology that provides breathtaking, high-resolution imagery. They had licensed OLED to other brands to use in their high-specification TVs and gadgets, but LG wanted people to know that they were the original designers and innovators.
The Challenge
LG wanted to launch a brand marketing campaign to inform people that they were the innovative designers of OLED – and that others were just followers. We worked with a Singaporean marketing agency to help LG define key brand messaging & positioning statements as the bedrock of a brand marketing campaign in their home market of South Korea.
The Solution
LG wanted the complete opposite of the generic taglines common to most standard marketing messaging.
LG wanted a poetic line that positioned them as the originator of the technology.
They also wanted this to be achieved by using imagery of nature, such as:
– Rivers
– Flowers
– Water
– Waves
The brief had already beaten a series of marketers, so there was a lot of pressure to deliver something LG liked within 24 hours. Comprehensive research was undertaken, along with a series of interviews with a number of LG’s marketing team, producing 4 brand positioning statements.
The winning positioning statement was:
OLED started waves. Others followed downstream.
