Case Studies: LG

LGCHALLENGE:
LG’s brand had extremely low unaided awareness (6%) in the US and also possessed a negative brand image worldwide as a company that produced low-quality products. LG wanted to reinvent their brand as “cool” and tech savvy on a global scale and gain relevance to 12 – 34 year old consumers.

EXECUTION: 
ASA developed a global platform for LG to use the cutting-edge imagery and enormous popularity of action sports with Gen Y consumers to help completely reposition the brand. This six year program included the creation of a large-scale World Championships event, a series of pro competitions in 10 countries, a pro team consisting of 10 of the top athletes in action sports, exhibition events at key sales functions and trade shows and a grass-roots amateur tour – all entitled by LG. In addition, ASA produced and placed LG-entitled television programs into 180 countries worldwide via more than 40 hours of annual programming.

RESULTS:
In just four years, LG has become the most widely positioned brand in action sports and is seen as an innovator and a technology leader. Its unaided awareness has increased by more than 500% and it has sold more than 4 million incremental cell phones. LG’s global market share in the mobile phone sector sprung from #7 to #4 during this period. To date, LG has garnered more than $180 million of global media exposure as part of its association with action sports.