Consumer electronics brand LG, which is also the global technology partner to ICC World Cup 2011, has unveiled its new campaign surrounding the cricketing event. The company has launched an activation programme called ‘LG mobile army’, under which it will recruit 2,500 cadets from 38 cities to cheer inside stadiums. It is understood that the brand is spending close to Rs. 40 crores for the multimedia campaign.
Rediffusion Y&R has worked on the campaign and will be releasing a series of television commercials over the next few weeks. The new marketing campaign for the World Cup will also feature cricketer Dinesh Karthik, along with existing brand ambassadors John Abraham and Genelia D'souza. Two commercials that have been released feature each of the brand ambassadors showing their unique dance move for cheering the Indian team during the World Cup and urging viewers to send in their entries.
Watch the TVC below
Commenting on the objective behind the campaign, LK Gupta, chief marketing officer, LG Electronics, said, "One of our biggest objectives through the campaign is to increase the visibility and sales of our mobile phones. Everyone has a passion for their phone and building on the same emotional connect as people have for sports, we thought that the World Cup is an ideal platform to put together a campaign which will promote the sport as well as our products."
Speaking about the campaign, Minakshi Achan, chief creative officer, Rediffusion – Y&R said, “The campaign created by Rediffusion – Y&R targets the youth and mobilizes the masses to unite and be a part of their favourite game through cheering, chanting, dancing or singing. The campaign will enable passionate fans to form the ‘LG Mobile Army’ which will travel to stadiums for matches and gather in colleges and malls to showcase their love and passion for cricket.”
Abhik Santara, national business head, Rediffusion Y&R – Delhi, highlighted the idea brought alive by the campaign, and added, “This is a consumer engagement idea born out of a simple truth that we as Indians love to participate and not merely sit and watch. That is the spirit which we hope to capture through the campaign.”
"Along with the television campaign, we have also embarked on a digital activation which will enable users to interact with us and share their moves for cheering India with us," Gupta added. The brand will also visit youth hangouts over the next few weeks to engage audiences and collect video entries for selecting cadets for the mobile army.