LG Crystal for Trend-Conscious and Technology-Demanding Consumers

The LG GD900 Crystal that debuted at the GSMA World Congress launched its campaign in HWZ in September 2009. The world's first phone with a transparent design handset, this full touchscreen device is not a mere fashion accessory. It also incorporates high-tech features such as Crystal Touchpad and Multi Finger Touch for an enhanced intuitive user experience to attract trend-conscious and technologically savvy consumers.

 

Objectives

  • Create awareness & excitement to launch
  • Maximize reach to quality audience who have high interests in trend and mobile communications

Duration

3 weeks (18th September to 3rd October 2009)

Ad Units

  • Expandable Catfish
  • Medium Rectangle
  • Leaderboard

Mechanics

LG Mobile tapped on SPH Magazines Digital offerings to reach consumers who are trendy and techno-savvy. The campaign revolves around LG Crystal mobile phones giveaway contest to excite the community. Rich Media Ad Units were placed in the following sites to maximize LG Mobile's reach.

Results
  • Audience quick response: Audience clicked to expand the banners within 36 seconds upon visibility.
  • Eagerness to read on: Upon banner expansion, audience clicked onto the designated info page within 5 seconds.
  • High CTR: Leaderboard placements across SPH Magazines Digital titles received average CTR of more than 1.5%, commendably high as compared to the industry standard range of 0.1% - 0.2%.

Conclusion
Supporting LG Mobile's key objectives to maximize its reach to the trendy and techno-savvy population, SPH Magazines Digital platforms effectively achieved the goals set.