CASE STUDY: LG mixes media to persuade Singaporeans to get sweet on Lollipop

On 23 January, the LG team also rolled out two online contests,

• one to vote for the next LG Lollipop colour that might make it to Singapore, and
• the other allowing users to join a contest by designing their own ‘emoticons’ for the phone’s exterior LED cover. The contests ran until early February, helping to sustain and slow down the drop in online search which started in late January, after the initial peak.

To target the teenage consumers, LG also partnered with the organisers of the BoysLikeGirls Asia Tour 2010 held on 28 January at the newly-opened Resorts World Sentosa. As the official mobile phone partner for the concert, LG Mobile gave away 250 pairs of tickets to the first 250 customers who bought the LG Lollipop with StarHub. The success of these efforts is reflected by the highest peak in online search interest in late January.

In addition, the LG Lollipop team utilised traditional media, running commercials and contests on radio (987fm and JIA883FM) from 25 January to 27 February, and advertisements in 8 Days magazine during the week of Valentine's Day.

Additional print and outdoor advertisements ran from mid January. These efforts explain the slight increase in online search interest experienced in mid-February, during the week of Valentine's Day.