LG Türkiye Targets Young Audiences with the Bold V10 Smartphone

18 February 2016 / Dijital Ajanslar — As part of the launch of its next-generation smartphone V10, LG Electronics Türkiye has rolled out an interactive social media project aimed at young audiences. We spoke with LG Electronics Türkiye Digital Marketing Director Erkan Terzi about the story behind this successful project and the brand's objectives.

Known in the smartphone market for products that boast advanced camera and audio recording capabilities along with durability, LG continues to support the launch of its next-generation V10 smartphone with campaigns as bold as the product itself.

The V10 — the first in LG's V-series of smartphones — stands out with new features such as a second screen, dual front camera and manual video mode. The product offers a rich multimedia experience in terms of both use and creativity for heavy social media users, and gives them the chance to capture the moment from their own point of view through its advanced multimedia features.

Announcing its next-generation smartphone under the slogan "Be yourself with LG V10," the brand sought to prove this claim with #V10suzOlmaz, the interactive youth campaign it recently launched. We asked LG Electronics Türkiye Digital Marketing Director Erkan Terzi about this successful project and LG's goals for the V10 launch.

Let's start with the LG V10. Smartphone users encounter a new product from a different brand every day, and each one has its own claims. So what features set the V10 apart from other smartphones?

The LG V10, which LG Electronics positions to its target audience with the call "Be Yourself!", stands out from its competitors in the market with new and original features such as 80˚ and 120˚ wide-angle dual front cameras and Continuous Manual Video Mode.

User experience is very important on smartphones, which have become part of our lives today. With #V10suzOlmaz, LG comes forward with a successful project focused on user experience. How did the project come about, what is its goal, and how can users take part in the campaign?

The LG V10 was designed to deliver a rich multimedia experience — in terms of usability and creativity — to heavy social media users, while also adding a professional touch to their lives; we set out to prove this claim through the #V10suzOlmaz project.

In the project, which we ran in collaboration with the bands Adamlar, Neyse, Nilipek and Son Feci Bisiklet, young people visiting www.lgv10suzolmaz.com voted for which of the four bands' favourite songs they wanted to see as a music video. The four songs that received the most votes were filmed as videos with the V10. Young people who got to see music videos from their favourite bands also witnessed the image quality of the LG V10. By showcasing the V10's unique features, we proved our claim.

How did you choose the alternative music bands featured in the #V10suzOlmaz campaign? What kind of research did you conduct with Promoqube during the decision process? Were there specific channels you considered?

Together with Promoqube, we researched the popular names of Türkiye's alternative music scene, reviewed many bands, and decided to proceed with Adamlar, Neyse, Nilipek and Son Feci Bisiklet for this project.

The first video of the project was shot for Neyse's song "Aydınlık." The most important feature of the video is that it was filmed entirely on LG V10 phones. Music videos are usually shot with expensive cameras and devices. With this professional video shot on smartphones, LG seems to have achieved a first.

The most important feature of all the videos in our project is that they were filmed entirely on LG V10 phones. With this first, we showcased the new and original features of the LG V10 and proved our claim on that front. Director Öykü Onur Tanyel used the V10's 60 fps shooting capability along with a single-take technique in the black-and-white video he shot for Son Feci Bisiklet's track "Pazar ve Sonrası."

When we look at the video, we see a 4K viewing option. Is this one of the LG V10's features, or was different editing done before the videos went live?

No editing was applied to the videos. This is purely one of the features of the LG V10.

How is the interest and feedback from young people for the campaign? Can you share figures on how many users have taken part so far and how V10 sales have been affected?

The videos produced through our project have received incredibly positive reactions as they have been released. The first video crossed the 300,000-view threshold in two days, and the second video we shot for Son Feci Bisiklet passed 100,000 views in an incredibly short time. We received very, very positive feedback in the comments under the videos on our YouTube page. We have even started receiving offers from music groups to shoot their own videos. From both the project concept and the brand's involvement, we couldn't ask for better feedback.

The feedback you receive from social media must also be shaping the V10's digital marketing strategy. Can you briefly tell us about the projects you'll launch to promote the V10?

The LG V10 is a phone designed to deliver a multimedia experience rich in usability and creativity to heavy social media users. As we build the marketing strategy, we certainly draw on the power of digital and social media. We have already begun planning how to scale up the project — whose format we can easily sustain.