thumbzilla2015.jpg
thumbzilla2015.jpg

Thumbs up for a job well done.


Before there were only two major players in the mobile phone market, you had to do something remarkable to deliver an advertising coup. 

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Thumbs up for a job well done.


Before there were only two major players in the mobile phone market, you had to do something remarkable to deliver an advertising coup. 

billy bob
Andrew

“The best mobile phone launch we have ever seen in New Zealand”  - Vodafone New Zealand

 
  • Want to introduce a new product into a super competitive retail environment and generate some impressive game changing results?

  • Make sure you get a focused creative solution that gets two thumbs up across the country.

 

Introduction

LG Electronics New Zealand launched a new range of three mobile phones targeted at a very demanding, and often very fickle target market: teenagers. At the time these mobiles were the first in their price range to have a full QWERTY keypad (only the much more expensive BlackBerry devices offered a similar keypad configuration) and were preloaded with Facebook, Twitter and TradeMe apps.

The QWERTY keypad was perfect for texting, which is the quickest, cheapest and easiest way for teens to communicate using mobile phones. With their QWERTY configuration, these mobiles were indeed unique but needed an “x-factor” to push them into the hands of consumers and make them more than just another communications device. They needed an edge that lifted them up and away from their traditional competitors.

Our advertising for LG Electronics brought home some serious results.

Our advertising for LG Electronics brought home some serious results.

Defining the edge

When it comes to teenagers (and just about everyone under 21), the edge is often further out than many of us imagine. The successful launch of these phones required an innovative approach that our target market would gladly move towards, rather than something that merely fitted preconceived notions of what was edgy. For the launch to be successful we had to appeal to both our target market’s ego and their individuality. 

The ego approach

Depending on the time of day, the ego of a teenager is either as fragile as an eggshell or as solid as the sun’s orbit. So if you were to stroke a teenager’s ego, you’d have to be very careful how you did it. This called for “New Zealand’s Fastest Texter” competition. At major shopping centres in New Zealand, teens could compete amongst each other using LG mobile phones for the right to be called “New Zealand’s Fastest Texter”. What better way to prove your worth than being able to type eighty characters into a mobile phone in less than fifteen seconds? Definitely something only a teen is capable off. The competition concluded in Auckland with the winner going to New York to compete for a cash prize of $100,000 in LG’s “World’s Fastest Texter” competition.

The individuality approach

The physical interaction that users had with these mobiles was driven directly through their thumbs. Their thumbs controlled every aspect of the process and became the focus of the “individuality” aspect of the campaign. This is where “ThumbZilla” came in. In the campaign, “ThumbZilla” was the bizarre creation of someone who had nothing to do but create strange puppet-like characters with their thumbs that rampaged through a cardboard fantasy land.

By using a focused television and online campaign, viewers were invited to create their own unique “ThumbZilla” style character at www.2thumbs.co.nz and share it with their friends. This added an element of fun to the campaign and lowered defenses, allowing the important marketing messages about LG’s new mobiles to break through.


  • What were the results?

  • Over 1,200 people physically participated in the search for “New Zealand’s Fastest Texter’.

  • Vodafone New Zealand said it was “the best mobile phone launch we have ever seen in New Zealand”.

  • The launch gathered significant television, radio and press coverage.

  • The 2thumbs online campaign was used by LG Australia as part of their launch for the same phones.

  • The campaign was so successful that LG Electronics dominated the texter market until newer, smarter mobiles became cheaper and more accessible.