The Brief

• To create mass awareness toward product (LG Optimus One) • To create awareness toward LG Android Phone through its applications and product utility • To create brand engagement with target audience via product utility • To stimulate brand image as it is an innovation brand through LG Android Phone • To let consumer experiences the product utilities through the campaign

Describe how the promotion developed from concept to implementation

LG is bringing the real assistant to you (Digital roles : LG 10 Days in Korea is the place where you can find and activate your personal assistant – hero So that you can enjoy your mobile journey no matter what it is)

Describe the success of the promotion with both client and consumer including some quantifiable results

• Through the recruitment period, we got nearly 6,000 applicants registered into website • We selected 58 applicants to be the finalist for interviewing • Through the campaign period, we got 123,366 visitors with 1,856,114 page views

Explain why the method of promotion was most relevant to the product or service

LG OPTIMUS ONE is the first with latest native Android OS 2.2 mobile phone, providing instant and Powerful response with 2-5x faster speed and stability Life convergence via smart synchronization with Google, Facebook, Twitter, PC, and MSExchange support all in one place. We represented all the feature above with campaign’s engagement via related customer utility – which lead to product experience