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 ‚ÄúGoddess, Brother and Curry Chicken‚ÄĚ, the storyline is a first-person narration of a dorky guy‚Äôs 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 it‚Äôs all a matter of striking a balance.
‚ÄúA 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 doesn‚Äôt want that unless they‚Äôre actually at the stage of comparing specs,‚ÄĚ he said.
‚ÄúThe micromovie with Brother Cream can have a heavier product placement because they‚Äôre using a well-known icon. But we‚Äôre not, so we can‚Äôt be too hard sell.‚ÄĚ
When asked how LG will compete with Samsung‚Äôs colossal media spent and Apple‚Äôs existing popularity, Chik said the brand‚Äôs only way out is to up its creativity to gain earned media.
‚ÄúIt‚Äôs obvious that there‚Äôs 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 they‚Äôll fly entire teams of journalists and bloggers to see their new phones or visit their factories.‚ÄĚ
‚ÄúPaid media is really a different realm to compete in.‚ÄĚ