2011 GOLD

GOODWORKS - BRANDS

"BEFORE YOU TEXT, GIVE IT A PONDER."

LG MOBILE, LG ELECTRONICS MOBILECOMM USA

Ehtisham Rabbani, Corporate VP, Marketing and Product Strategy
Tim O'Brien, Associate VP, Consumer Marketing
Demetra Kavadeles, Manager, Public Relations
Niels Aillaud, Senior Manager, Digital Marketing

YOUNG & RUBICAM ADVERTISING

Belle Frank, EVP Director Of Strategy & Research
Ana Sofia Carbuccia, Brand Planner
Katherine Youtsos, Account Supervisor
Jeff Blouin, Associate Creative Director
Alex Gianni, Executive Producer
Tara Lawall, Copywriter

VML

TRU

MINDSHARE

SMITH & JONES

Reflecting commitment to "Life's Good", LG decided to become the first cell-phone manufacturer to develop a program attacking the growing problem of teen mobile-phone bullying. Research revealed teens wouldn't consider the victim's feelings, only the personal consequences of their actions. They tuned out if lectured but would listen if we suggested "think before texting" in the right voice. And so our 'Give it a Ponder' idea was born. With its iconic 'Ponder Beard', the campaign exploded virally, impacting teen's attitudes about mean texting, LGs brand equity and purchase consideration.