Puppets Promote Social Networking Apps on LG's First Android Smartphone

Creative by Bartle Bogle Hegarty in China Will Run Globally

By Published on .

SHANGHAI (AdAgeChina.com) -- LG Electronics is launching a global campaign created in China to promote its first Android-powered Smartphone, the LG GW620.

Created by Bartle Bogle Hegarty, Shanghai, the TV, print, and digital media campaign features puppets that personify the LG Smartphone's applications, playfully referred to as LG Appets. Puppets such as the SNS Appet, Qwerty Appet, and Face Recognition Appet demonstrate LG GW620's social networking benefits.

The spot is now running in parts of Asia, excluding Japan and South Korea, and in Europe, and is likely to run in the U.S. next year.

China is a key market for the handset. With over 720 million million subscribers, China is the world's largest mobile phone market.

Since 3G services launched there earlier this year, high-end phones are growing in sales and popularity. Heavy use of social networking web sites and applications have driven the growth of the internet in China, which also has more web users than any other country.

"The LG Appets are central to the LG Smartphone campaign as they represent phone features in a very personal way," said Joanne Liu, a BBH account director in Shanghai. The puppets "exude a sense of fun, and demonstrate how LG Smartphone's easy-to-use applications help you stay in touch with your social community."

The TV spot was filmed at Paramount Studios in Los Angeles in the style of a musical where the lyrics and movements are choreographed in sync with music.

The ad "shows our everyday guy going about his usual day, but with the help of LG Appets, he is sent timely social networking updates, connects with his social circle in a lively song and dance, and effortlessly becomes the friendliest guy on earth," explained Kelly Pon, BBH's associate creative director, China in Shanghai.

The Android Smartphone is the third global campaign that BBH's Shanghai office has created for LG's mobile handset division this year.

In the last two months, the agency also developed work for the brand's first Smartphone (LG GM730) and the 4-inch wide touch screen LG Chocolate, part of the Black Label Series. All three campaigns are part of LG's "Life's Good" brand strategy.

The relationship between LG and BBH started in London about two years ago, said Arto Hampartsoumian, the agency's China CEO in Shanghai. "Over the past year, we have been migrating the business from London to China as it made sense due to proximity and [it] made a better cultural [and] way of working fit."

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