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2011 GOLD POSITIVE CHANGE - SOCIAL GOOD: BRANDS
UNITED STATES
LG Mobile "Before you text, give it a ponder."
RAN IN: United States
CLIENT
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
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
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.
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Hero Medium: Interactive
Medium Featured On Video: TV, Interactive, OOH, Cinema,Ponder Me Video Chat Application