LG KS20

A Phone of Tomorrow

with the Timeless Glamour of Yesteryear

lg KS20 mobile phone mobile device touch screen fashion phone prada HSDPA

Creative Positioning

The Task

Digital agency Holler was approached to develop the creative positioning and creative concept behind an upcoming smartphone by LG that was about to hit the European mobile market. The phone was also to be the much rumored successor to the LG Prada fashion phone which sold over one million units in it's first 18 months.

Challenges
The phone was created to compete with technical superiority and elegant design that featured a fast internet connection, large touch screen and slim form factor. Unfortunately it's mobile internet capability was by no means unique. Critically, the smartphone market had just taken a giant leap into the future with the debut launch of Apple's iPhone and raised the bar significantly.

The Opportunity

Rather than chase a smaller business audience the phone needed to attract and cater to the needs of the broader smartphone audience and to premium phone users. The opportunity lay in bringing to life the essential lifestyle values that would clearly set the phone apart, building on it's premium heritage and completely dispel the notion that it was a business phone which would compete on technical merit alone.

The Creative Idea

Bring to life the peerless elegance, style and performance of the phone in the guise of a fictional heroine. Through rich and captivating narrative, the KS20 would be turned into a timeless icon. She is elegant, beautiful and desired. She is capable, intelligent and always delivers on her promise. Who would remember the 'other' phone?

My Role

Collaborating together with a small team of strategists and planners, I took ownership of the pitch presentation and mood film, bringing together our research, insights and strategy.

Strategy