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In a bold move to redefine its brand identity and reaffirm its commitment to improving the lives of its customers, LG Electronics has embarked on a worldwide journey under the banner of the “Life’s Good” global campaign. This initiative is part of LG’s recent declaration to transform into a “smart life solution company” capable of connecting and enhancing customers’ diverse experiences.
A Dynamic and Youthful Brand Transformation
The “Life’s Good” campaign is more than just a fresh coat of paint on the company’s image; it’s a holistic approach to introducing a dynamic and youthful brand identity.
At its core, this campaign seeks to inspire and encourage customers to embrace life with optimism, all while recognizing the global uncertainty and instability that has arisen in the wake of the post-pandemic world.
Dongwon Lee, Managing Director of LG Electronics EA, emphasized the campaign’s goal, stating, “The campaign aims to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good.”
“Filled with optimism, this message will be delivered to customers worldwide at various customer contact points. At LG, we are committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” he continued.
Embodying the True Meaning of Life’s Good
LG Electronics has been unwavering in its dedication to embodying the essence of Life’s Good. To convey this message in a more dynamic and youthful manner, the company unveiled its new brand and visual identity in April, marking the launch of LG’s brand reinvention.
As part of this global initiative, LG has “taken over” renowned landmarks across the world, adorning them with the dynamic and youthful visual identity of Life’s Good.
From Dubai’s iconic Burj Khalifa to Vietnam’s Landmark 81 skyscraper, from New York’s Times Square to London’s Piccadilly Circus, LG’s presence has captured the attention of global audiences.
A Smiling Face of the Future
One of the most striking aspects of LG’s brand reinvention is the “Face of the Future.” This smiling face, creatively formed by the letters “L” and “G,” engages and entertains onlookers, conveying a range of emotions. It is imbued with the youthful exuberance of LG Active Red, a vibrant addition to the company’s core colour palette.
Digital Engagement for a Younger Audience
LG is not stopping at physical landmarks. The company is actively expanding its digital engagement with a younger, global audience by boosting brand awareness through its official social media channels.
Innovative features like the “LG Finger Heart Filter” and the “Life’s Good Sticker Package” are now available on major platforms such as Instagram and TikTok, aiming to connect with users in novel and exciting ways.
Furthermore, LG is set to collaborate with various influencers and create brand films through its global social channels to authentically convey the meaning of Life’s Good and its core brand values to customers worldwide.
These partnerships are designed to amplify the Life’s Good message, instilling inspiration and hope among a global audience.
