LG partnered with Future's tech portfolio to raise awareness and build brand equity amongst an affluent, tech hungry audience.
LG has a long-term strategy to focus on high-end premium electronics. They needed to raise awareness and build brand equity amongst an affluent audience. Future reaches more tech consumers than any other UK publisher. An affluent, early-adopting audience, they accounted for £2.1bn of tech spend in 2011. Their opinions count as they shape and inform the tech debate among both their immediate peer group and the wider mainstream market.
The campaign objectives were to create brand equity and standout in a crowded tech market.
A series of integrated solutions in print, online and experiential events offered LG the perfect range of opportunities to excite the tech community about their latest product launches, from Smartphones to Smart TV's. LG partnered with 3 key Future events; The Consumer Electronic Awards 2010 and 2011, bespoke coverage of the LG Optimus 2x launch and the LG Cinema 3D SmartTV - event and T3.com re-launch partner.
During the period of the campaign brand perception significantly improved; endorsement that LG is a high quality brand increase by 54%. Those agreeing that LG is innovative doubled, while endorsement of cool and stylish increased by 56%. These important precursors to purchase were backed up by action. Ownership increase by 22% among T3 consumers; indicative of the potent impact of sustained communication to Future's tech audience.
Sustained investment in Future's tech portfolio has led to sustained results in brand perceptions of LG. Brand tracking among Tech consumers reveals that perceptions of LG improved significantly between 2009 and 2011.