ERROR fronts LG campaign targetting male football fans in HK

LG has launched a new video content series in line with EURO 2020s staring members of Hong Kong’s hottest boy band ERROR. Working with media agency PHD to promote the LG OLED evo TV, the campaign looks to connect with the young males in Hong Kong who are fans of football. To generate heightened appeal, the media agency enlisted familiar and popular talent Fatboy and Poki from ERROR, to star in the video content series.

Knowing video gaming is another popular area of interest for this audience, PHD and LG incorporated this as a key storyline for their video series. The premise of each video is a playoff between teams representing Fatboy and Poki. The FIFA style match comprises a mix of amateurs and gaming influencer Tagor, each representing euro national teams. Throughout the videos content , Poki and Fatboy are also asked to highlight how the OLED evo TV functions that sharpen the viewing experience.

As the exclusive broadcasters of EURO 2020, PHD aligned with NOW TV to position all videos leading into the live matches to ensure relevance and resonance to the viewers. Understanding the digital-savvy nature of the target audience and the demand of online video viewing, PHD further extended the content across virtual Facebook sport and entertainment channels such as Now TV, LG, entertainment critics KingJer, and across video-sharing platform YouTube. To drive further engagement, the campaign also incorporated a Facebook competition for the chance to win LG OLED evo TV for viewers at home.

Cherry Chan, head of marketing, LG Electronics HK said through the collective effort with PHD, the brand hopes to “uplift the possibilities of art-inspired technology through the EUROs campaign, connecting Hongkongers in all inspirational moments."

"We are inspired to collaborate with LG, who has taken concrete steps towards enhancing the visual experience at home. Capturing a golden opportunity in EURO 2020, This interactive campaign successfully mirrors LG's fine of the art technology and user experience, reaching consumers in an interactive and entertaining way," Rex Tang, business director, PHD Hong Kong said.