Three months after launching its new global identity, LG has rolled out a humourous choose-your-own-ending interactive video to show off its new phone.
Titled âGoddess, Brother and Curry Chickenâ, the storyline is a first-person narration of a dorky guyâs admiration for a girl, who invites him to her apartment. At the end of every clip, the audience can decide the subsequent actions to proceed with the story — like a choose-your-own-ending novel.
Only two weeks after debut, the video was already viewed 250,000 times.
Roni Chik, LG account director at CMRS (the two-year digital agency for the brand), said itâs all a matter of striking a balance.
âA lot of campaigns on the digital and social space are about product benefits, and brands always want consumers to know about their phones, but the public doesnât want that unless theyâre actually at the stage of comparing specs,â he said.
âThe micromovie with Brother Cream can have a heavier product placement because theyâre using a well-known icon. But weâre not, so we canât be too hard sell.â
When asked how LG will compete with Samsungâs colossal media spent and Appleâs existing popularity, Chik said the brandâs only way out is to up its creativity to gain earned media.
âItâs obvious that thereâs a big gap in media spend between our brands, so what we can do is work on earned media. LG, for example, spends a lot of money in PR, so theyâll fly entire teams of journalists and bloggers to see their new phones or visit their factories.â
âPaid media is really a different realm to compete in.â