February 18, 2016 / Dijital Ajanslar – LG Electronics Turkey launched an interactive social media project targeting young people as part of the promotion of its new generation smartphone V10. We asked Erkan Terzi, Digital Marketing Manager of LG Electronics Turkey, about the story of this successful project and the goals of the brand.
LG, known for its products with advanced camera and voice recording features and durability claims in the smartphone market, continues to promote its new generation smartphone V10 with campaigns as ambitious as its product.
The first of LG’s V series smartphones, the V10 stands out with new features such as a second screen, dual front cameras and manual video mode. The product provides a rich multimedia experience in terms of both usage and creativity for people who use social networks intensively, and offers a unique opportunity for users to reflect the moment and their own perspectives with its advanced multimedia features.
Announcing its new generation smartphone with the slogan “Be yourself with LG V10”, the brand aimed to prove this claim with its recently launched interactive youth campaign #V10suzOlmaz. We asked Erkan Terzi, Digital Marketing Manager at LG Electronics Turkey, about this successful project and LG’s goals in promoting the V10.
First of all, let’s talk about LG V10. Smartphone users are confronted with a new product from a different brand every day and each product has its own claim. So what are the features that distinguish the V10 from other smartphones?
LG V10, which LG Electronics calls its target audience “Be Yourself!”, stands out from other competitors in the market with its new and unique features such as Continuous Recording Manual Video Mode and dual front cameras with 80˚ and 120˚ wide angle.
User experience is very important in smartphones, which have become a part of our lives today. LG is also coming up with a successful project on user experience with #V10suzOlmaz. How did the project come about, what is its goal? How can users get involved in the campaign?
LG V10 is designed to provide people who use social networks intensively with a multimedia experience rich in usage and creativity, while at the same time adding a professional touch to their lives, and we aimed to prove this claim with the #V10suzOlmaz project.
In the project in cooperation with the bands Adamlar, Neyse, Nilipek and Son Feci Bisiklet; young people who entered the www.lgv10suzolmaz.com address voted for which song of their favorite band among these 4 bands they wanted a music video to be shot. As a result of the voting, a music video was shot with V10 for the 4 songs with the highest votes. The young people who got the music videos of their favorite bands also witnessed the image quality of LG V10. We proved our claim by showing the unique features of LG V10.
How were the alternative music bands featured in the #V10suzOlmaz campaign selected? What kind of research did you do with Promoqube during the decision-making process? Was there a special medium you evaluated?
Together with Promoqube, we researched the popular names of Turkey’s alternative music scene and reviewed many bands and decided to move forward with Adamlar, Neyse, Nilipek and Son Feci Bisiklet for this project.
The first music video of the project was shot for the song “Aydınlık” by the band Neyse. The most important feature of the video is that it was shot entirely using LG V10 phones. Music videos usually use expensive cameras and devices. LG seems to have realized a first with this professional music video shot with smartphones.
The most important feature of all the videos in our project is that they were shot entirely using LG V10 phones. By breaking new ground here, we demonstrated the new and unique features of the LG V10 and proved our claim in this regard. Director Öykü Onur Tanyel used the LG V10’s ability to shoot 60 frames in the black and white clip he shot for Son Feci Bisiklet’s Sunday and Later, while also using the single plan technique.
When we look at the video, we see the option to watch in 4K. Is this one of the features of the LG V10 or was a different arrangement made before the videos went live?
Videolarda herhangi bir düzenleme yapılmadı. Bu tamamen LG V10’un özelliklerinden birisi.
How is the interest and feedback from young people in the campaign? Can you share the numbers of how many users have participated in the project so far and how V10 sales have been affected?
Our videos, which are the output of our project, are getting incredibly good reactions as they are published. The first video crossed the 300 thousand mark in two days, and our second video for Son Feci Bisiklet exceeded 100 thousand in an incredibly short time. We received very, very good reactions under the videos on our Youtube page. We even started to receive offers from music bands to shoot their videos too. I think there is no better feedback than this for both the project fiction and the brand involved in a project.
The feedback you receive from social media must have an impact on V10’s digital marketing strategy. In this direction, could you tell us a little bit about the projects you will realize in the future for the promotion of V10?
LG V10 is a phone designed to provide a multimedia experience rich in utility and creativity for people who use social networks extensively. Of course, we’re also using the power of digital and social media to create the marketing strategy. We have already started to plan how we can grow the project, which has a fiction that we can easily provide continuity.