Case Study / Technology

Client
LG is a global leader and technology innovator in consumer electronics, mobile communications and home appliances.

Goal

• Emotionalizing the brand / Positioning the brand as a lifestyle brand in the technology sector
• Strengthening the awareness for the business units Mobile Communication, Information System Products and Home Entertainment incl. all relevant products and the Corporate sector
  
  

Strategy

• Aligning of all measures with two focus areas:
• Brand / Image Building (emotional, lifestyle-oriented PR)
• Product / Quality Image (rational, product detail-oriented PR)
• Definition of five brand values. Those brand values are subsumed to the relevant focus areas. A strategic planning of measures allows for a balanced mix of the brand values and thus a comprehensive representation of the brand LG.

Implementation

• Planning and conducting of lifestyle measures to strengthen brand-, image and product-PR
• Trade fairs
• Set-up of interviews for the management
• Creation and active promotion of a comprehensive reviews and test program
• External press office incl. proactive storytelling, placement of media co-operations and forward features

Result

• Strengthening of the presence of the brand LG in the lifestyle press
• Expansion of the test program
• Circulation (January 2008 to December 2008): 57.867.660.234
• Ad-Value (January 2008 to December 2008): 88.351.946 EURO
• Completion of the product portfolio by taking care of the PR activities for the Home Appliances business unit since April 2009 and expanding the Information System Products business unit via the newly created Business Solutions sector in May 2009

The project “Singing Presskit” by LG and F&H Public Relations was awarded the „International Business Award: Best Communications Campaign in Europe“ in 2009.