South Korean tech company, LG Electronics is embarking on a global brand reinvention under its new “Life’s Good” campaign.
The campaign, which was announced five months ago, is now being rolled out across various markets worldwide. The aim is to introduce a more dynamic and youthful brand identity that appeals to Gen Z consumers.
The campaign seeks to inspire and encourage customers to approach life with an optimistic attitude, especially in light of the rising uncertainty and instability worldwide due to post-pandemic changes.
LG Electronic EA Managing Director Dongwon Lee stated that the campaign aims to enhance communication with customers by sincerely sharing LG’s core values and the message of “Life’s Good”.
“At LG, we are committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers.”
As part of the campaign, LG has taken over famous landmarks across the globe, including Dubai’s Burj Khalifa, the Landmark 81 skyscraper in Vietnam, digital billboards in New York’s Times Square and London’s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as select spaces in South Korea.
In addition to introducing its updated brand and visual identity, LG Electronics is expanding its digital engagement with young, global customers through its official social media channels.
This includes introducing exclusive features such as the “LG Finger Heart Filter” and “Life’s Good Sticker Package,” tailored for major social media platforms such as Instagram and TikTok.
The company also plans to release collaboration content with various influencers and brand films through LG’s global social channels to convey the meaning of “Life’s Good” and core brand values to customers more authentically.
Through these meaningful partnerships, LG aims to amplify the “Life’s Good” message, fostering inspiration and hope among customers around the world.