LG Electronics: Dominating Consumer Mindshare

LG Mobile wanted to be put on the map with the launch of its Black Label series as a premium, credible range of mobile phones
Company needed to drive awareness and sales for the LG Chocolate phone, the first in the Black Label series

Develop multi-faceted, integrated PR campaign that generates consumer, technology, corporate and online press coverage
Implement phased communication approach: pre-launch activity to build buzz; launch event to create maximum exposure and brand awareness; and post-launch media campaign to sustain momentum and increase sales

Provide phones initially to only 50 celebrities and media to aid credibility and exclusiveness to phone; limited information/images were made available to other press
Target executive profiles with CNBC, CNN and BBC
Hold full product and corporate briefings for the technology press with access to senior LG executives giving product demonstrations
Conduct comprehensive reviews program; put into place over time to ensure maximum exposure of the attributes of the Chocolate phone
Initiate communication with 30 carefully selected bloggers to generate credible buzz online

Over 170 media placements and 25 product review pieces, reaching over 180 million people
200 media and celebrities attended the lifestyle launch party; 95 media attended the technology launch event
Chocolate blog received over 22,000 page views and 10,500 visits over a three month period
Pre-ordered stock sold out three days after PR launch making Chocolate one of the most successful UK mobile phone launches ever