LG launches ‘Rediscover Good’ campaign via The Works and Hearts & Science
LG Electronics Australia is launching a new brand campaign,‘Rediscover Good’ via agencies The Works and Hearts and Science.
This is the company’s first local brand campaign in over a decade and more than 21 years since the local office in Australia coined the iconic term ‘Life’s Good’, a slogan that is now recognised globally.
The campaign will run on broadcast, digital and social media from Sunday, 8 August 2021 through to the end of October 2021, with out-of-home and retail commencing in the coming months when lockdowns ease due to COVID-19.
‘Life’ and ‘good’ have different meanings today than they did in 1999, and the past 18 months with challenging events in communities such as bushfires, floods and COVID-19, has meant LG as a brand needed to rethink as a brand how it relates to customers locally, and what ‘Life’s Good’ means for Australians in today’s environment.
The company’s campaign, ‘Rediscover Good’ aims to emphasise how LG technology brings “good” to consumers’ daily lives through a serious of little moments, to remind and inspire them to rediscover the good in their everyday.
“Over the past year the pandemic has changed the way Australian families live, and this in turn has changed their relationship with the home. At the same time, more consumers than ever before were interacting with LG Electronics products at home. Our products are loved once owned, but overtime our brand has become more functional and has lacked a unique local identity,” said Gemma Lemieux, marketing director at LG Electronics Australia.
“We wanted to find a way to connect more authentically with Australian consumers. Creating a holistic campaign that depicted real Australian homes and people demonstrating how they use LG products across the brand, real-life scenarios was the simple answer. Of course, ‘Life’s Good’ is still very much at the core of our identity at LG Electronics Australia, this program makes it significantly more relatable and relevant for our local audiences.”
Lemieux added: “Our previous campaigns showed perfect, pristine homes, very gender-stereotypical, and really not reflective of the modern-Australian home or audience, and the way that we live. We didn’t really demonstrate how our products work together to make home life easier. What was missing was that unique identity which I believe we’ve created in this campaign that will really resonate with our audience.”
Without disclosing the exact figures on media spend, Lemieux, added: “It’s 50% up on last year’s spend for the second-half of the year, meaning we have doubled on overall spend this year from last year’s previous spend.”
According to a report from Nielsen Ad Intel, LG Electronics Australia’s media spend was an estimated $4.3 million for the latest six month period (January-June 2021).
The Works, recently appointed by LG Electronics Australia to lead brand strategy across the company’s portfolio, including home appliances and home entertainment, spearheaded the creative direction. The agency worked closely with film director, Kate Halpin and production company, The Sweetshop on the production and Squeak E. Clean Studios on the soundtrack of the new campaign.
Damian Pincus, founder and creative partner, The Works said the findings from market research via LG Commissions in 2020 heavily influenced the creative direction for the campaign.
“There were two specific areas we looked at that influenced the campaign. In the current climate, our home has become such an important part of how we’re existing in this environment. Our home has become the gym, office, restaurant, and the place where we watch movies.
“As a result of that we have embraced technology more than ever. The technology we require during the pandemic in our homes has to work intuitively. One of the things we love about working with LG is their range of products, which you see throughout the commercials, and how intuitively those technologies work together in perfect sync.”
Another major trend that research showed was Australian’s aren’t spending money on big-ticket items. “Consumers are spending time at home and really enjoying simple pleasures,” explained Fincus. “Baking, cooking, playing games, DIY, and movie nights with the family. So we wanted to focus on the small things in our lives and really connect with the audience in a relatable way.”
The first TV spot explores a family with Generation X parents and two school-aged children enjoying a simple, yet chaotic, weekend family breakfast before racing to their child’s soccer game. The second TVC features millennial friends and housemates coming together for a movie night at home and how LG technology is part of their daily lives through countless tiny moments. Both TV spots aim to exemplify modern Australian life and connect with LG Electronics Australia’s customer segmentations.
The soundtrack used is much more than just a traditional score to support a narrative, it is an integral part of the overall creative which gives a sense of cohesion and ensures a melodic rhythm is maintained throughout. The soundtrack was composed using an eclectic mix of everyday sounds and character jingles found from around the home, whilst essentially weaving these everyday moments together. The combination of the music track from Buddy Holly’s ‘Everyday’ song, visceral sound design and split-screen collectively builds momentum and creates a rhythm that is a celebration of the joy and inspires listeners to appreciate the good in everyday moments.
Credits
Client: LG Electronics Australia
Director of Marketing: Gemma Lemieux
Corporate Marketing Manager: Louise Annetts
Creative Agency: The Works Agency
Founding Partner & Creative Director: Damian Pincus
Managing Partner: Kristie Thistlethwaite
Strategy Director: Jen Peace
Production Director: Honae MacNeill
Creative Project Leader: Jen Hird
Creative Team: Nathan Bilton, Emma Frizzell, Kat Topp, Jermaine Rowe and Nathan Moore
Media Agency: Hearts and Science
Production Company – The Sweetshop
Director: Kate Halpin
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Stu Giles
DOP: Tim Tregoning
Post-Production: Arc Edit
Editor: James Ashbolt
Post Producer: Michaela Fenton
Colourist: Fergus Rotheram
Online Artist: Viv Baker
Sound Design & Music Licensing: Squeaky Clean
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topics
ad campaign
CEO
Damian Fincus
Gemma Lemieux
Hearts and Science
LG
LG Electronics Australia
MD
Rediscover Good
The Works
