LG Mobile Phones launches multi-faceted campaign inviting consumers to ‘flaunt their fashion touch’ through two uniquely stylish touchscreen devices
SAN DIEGO, CALIF. – April 26, 2010 - LG Electronics MobileComm U.S.A, Inc. (LG Mobile Phones) has forged an alliance with fashionable stars Victoria Beckham and Eva Longoria Parker to promote the company’s latest touchscreen mobile phones, the stylish LG Lotus Elite and LG Rumor Touch. The integrated campaign, called LG Fashion Touch, promotes personal style and the idea that mobile phones have become the latest in fashion communication. The partnership includes a print and online campaign, series of MTV vignettes, consumer promotion and an event in Los Angeles to celebrate the integration of fashion and technology.
The LG Fashion Touch campaign pairs two of the most fashionable phones with two of the world’s most well-known fashion enthusiasts. LG partnered with the famous friends because their unique personal styles complement the design aesthetic of the handsets and their friendship aligned perfectly with the dual product launch. LG Lotus Elite is bold and edgy, which is a reflection of Victoria’s style. LG Rumor Touch is a sleek and more classically designed handset, which is a reflection of Eva’s style.
“We don’t believe you should have to compromise your personal style or productivity, when it comes to your choice of mobile phone,” said Ehtisham Rabbani, vice president of marketing and innovation for LG Mobile Phones. “With new touchscreen technology, LG Lotus Elite and LG Rumor Touch deliver the best in functionality and fashion. We are thrilled to be working with Victoria and Eva; their involvement in the campaign highlights the relevancy of our design credo and reinforces the LG style heritage.”
The series of MTV vignettes, produced and directed by documentarist Doug Keeve, depict Eva and Victoria and two very talented up and coming fashion designers -Yotam Solomon and Oday Shakar - as they collaborate together in preparation for the big fashion event in Los Angeles May 24. Tasked to create groundbreaking pieces influenced by the idea of being fashionable in a technological and socially-connected world, Yotam and Oday use their LG phones to gather inspiration for their designs. Their creations will be revealed at the event.
The print ads launch the week of May 3 nationally and will run side-by-side, allowing readers to clearly visualize the duality of the campaign. The ads were shot by fashion photographer, Ellen Von Unwerth and feature Eva and Victoria posing with their respective phones. Both women wear fashions that reflect their personal style and the design aesthetic of their handsets. The ads are featured in weekly magazines as well as fashion-driven monthlies. Banner ads also feature the images.
To engage consumers, LG created the Fashion Touch Style Quiz on the LG Fashion Touch Facebook page www.facebook.com/LGFashion. By taking the quiz, fashionistas can find out what phone and style best suits them and participants will be entered into a sweepstakes for a chance to win tickets to the LG Fashion Touch event in May.
To celebrate the partnership and the culmination of the campaign, Victoria and Eva will host an LG exclusive party that will reflect the intersection of fashion and technology. Guests of the party will include celebrities, stylists and fashion insiders who are known for flaunting their unique ‘fashion touch.’
The stylish LG Lotus Elite and LG Rumor Touch are successors to the popular LG Lotus and LG Rumor. LG and Sprint are proud to offer consumers LG Lotus Elite and LG Rumor Touch in an expanded variety of stylish colors. These sleek and fashionable messaging devices offer users a more advanced handset with the additions of touchscreen technology and new exclusive features. Available in new colors on April 19 in all Sprint retail channels including www.sprint.com, LG Lotus Elite will come in red and black for $99.99 with a new two-year service agreement and $50 mail-in rebate and LG Rumor Touch (currently available in black) will now be available in Red and Purple for $79.99 with a new two-year service agreement and $50 mail-in-rebate.
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About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2009 global sales of USD43.4 billion, LG is comprised of five business units –- Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world’s leading producer of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula One™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lgusa.com.
About LG Electronics Mobile Communications Company
The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimized mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology. For more information, please visit www.lgmobilephones.com.