BRAND: LG
HEADLINE: Born to shine
BASELINE : Life’s Good
AGENCY : Innocean
4Ps TAKE : All
that glitters is not gold but all that shines is LG – this is what LG is claiming through its Shine Black Label GSM handset series. The idea is to introduce this shiny range in the Indian mart positioning it as a high-end product. Targeting classy Indians who like to live in style & make ‘fashion’ (and power!) statements through their accessories, the body copy lures potential customers via a flashy communication using words such as ‘dazzle’, ‘chic sparkle’ & ‘shine’ while describing its full metal body, wide mirror LCD, multifunctional scroll key & 2MP auto focus camera. Visual is appealing with a sparkling silver handset; the black backdrop is also extremely appealing. Though LG has not been able to make the right connect in the handsets market (not as much as, say, Nokia, Motorola or even Samsung!), the reward to the prospect is the trusted ‘Life’s Good’ LG tag name in this case. The USP: this range’s glamorous looks. Guess after LG’s chocolate range, this Shine Black Label series is going get the brand shiny new prospects!For more articles, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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