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 â€śGoddess, Brother and Curry Chickenâ€ť, the storyline is a first-person narration of a dorky guyâ€™s 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 itâ€™s all a matter of striking a balance.
â€śA 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 doesnâ€™t want that unless theyâ€™re actually at the stage of comparing specs,â€ť he said.
â€śThe micromovie with Brother Cream can have a heavier product placement because theyâ€™re using a well-known icon. But weâ€™re not, so we canâ€™t be too hard sell.â€ť
When asked how LG will compete with Samsungâ€™s colossal media spent and Appleâ€™s existing popularity, Chik said the brandâ€™s only way out is to up its creativity to gain earned media.
â€śItâ€™s obvious that thereâ€™s 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 theyâ€™ll fly entire teams of journalists and bloggers to see their new phones or visit their factories.â€ť
â€śPaid media is really a different realm to compete in.â€ť