LG Electronics (LG) is launching the second phase of its Life’s Good brand campaign, focussing on bringing to life the new LG Optimus mobile family.

The new wave of brand activity includes the following touch points:

• - TV commercials during key lifestyle, sporting and entertainment programmes on ITV, C4, Five and Sky
• - Print ads in key national newspapers, supplements and lifestyle magazines
• - A series of LG idents specifically created for Channel 4 and E4
• - The launch of the LG’s Life’s Good Facebook Page

The new LG idents created for Channel 4 and E4, showcase how LG’s innovative range of handsets can enhance your life. The quirky idents are based on the spoof American soap opera ‘The Young & The Connected’ which brings to life the drama that social networking adds to modern life in a setting full of beautiful people, drama, revenge and skimpy swimwear. The idents can now be seen on Channel 4 and E4 on popular programmes such as The Inbetweeners, How I met your Mother, Scrubs, One Tree Hill, The Cleveland Show, Big Bang Theory and Beauty and the Geek.      

Fans of the new LG idents are encouraged to visit ‘The Young & The Connected’ YouTube channel where exclusive content from the soap opera can be viewed such as the never-before-seen opening title sequence and a ten minute behind-the-scenes documentary featuring the show’s stars.

To celebrate the launch of the social networking-focused campaign, LG has also designed the the ‘Secret Drama’ application, which allows you to find out how your friends interact with your Facebook profile and reveals who are the gossipers, the keenest and the slowest communicators of your online friends. The app can now be found and downloaded from the Life’s Good Facebook page.

Paul Meadows, Head of Brand, LG UK comments: “The next wave of our Life’s Good Brand campaign continues to educate and encourage consumers to get involved in technology. These new initiatives highlight the growing popularity of social networking and our increasing focus in that area. Young people today communicate with their friends and the world around them via social networks and the quirky ‘The Young & The Connected’ TV idents we have created are a fresh and fun way of dramatising that.”

“The overall aim of the campaign is to demonstrate how technology continues to enhance consumer’s social lives – either by connecting people with their social network or giving people access to apps to make their lives easier.”

The new campaign ties in with the launch of the new LG Optimus GT540 handset, which runs on the ever-growing app-enabled Android operating system and the announcement of the upcoming LG Optimus Series, which will include a line-up of innovative smart devices featuring the latest in mobile technology.

The campaign has been created by Mindshare, RKCR/Y&R and LG ONE and will be appearing across national TV stations and in print titles over the coming weeks.

WATCH THE TRAILER:

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