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Assignment 7.docx

Read Case Five: LG Mobile/LE Electronics MobileComm USA ;Before you text, give it a ponder” Instructions: Read the case and provide a response to the strategic challenge of “How could LG Mobile
help change teens” attitudes about mean texting? Your answer to the question should be 4-5 pages
words, be in APA format, use outside research and represent overall college level work. Case Five: LG Mobile/LG Electronics
MobileComm USA: “Before you text, give it a
ponder”
Primary Agency: Young & Rubicam/VML
Contributing Agencies: TRU, MindShare, Smith & Jones
Strategic Challenge
Mobile textual harassment is no joke
For teens, texting is like talking; it’s intertwined with the way they
communicate and socialize. LG’s research revealed that what adults and the
media think of as “mobile bullying” is a behavior so ingrained in everyday
teenage life that it is seen as a normal and expected part of communicating.
But mobile textual harassment is in truth an enormous problem affecting
millions of tweens and teens. Forty-one% admit they have sent, received or
forwarded a text with rumors about someone that were untrue. Four million
say they’ve received a threatening text, while more than 10 million teens
also report having sent a “SEXT” message. Five million confess they have
been pressured by a boyfriend or girlfriend to send a text with a naked
photo. And an alarming 60% of kids who say they have been bullied
electronically have never told their parents about the incident.
An opportunity to deliver the LG brand promise by shifting teens’
attitudes
Cell phone misuse is expected to escalate as more kids get phones with web
access and data plans become more affordable. While today the issue has
garnered a lot of media attention, at the time of this effort no cell phone
carrier, manufacturer or other commercial voice in the U.S. had become an
advocate against the behavior. At the heart of the LG brand essence “Life’s Good” is an overt commitment
to make a positive impact on the world. Encouraging teens to text
responsibly was an ideal opportunity to continue delivering this promise, and
most important, the right thing for LG to do as a technology leader. Although
LG had a noble goal to help reduce mobile bullying, the advertising agency
realized that it could never expect to stop the behavior, given its prevalence
among youth. But, an effective campaign could change kids’ attitudes about
the seriousness and importance of the issue. The campaign’s objective
became to raise consciousness about a behavior that was unconscious.
The Adverising Agency—team agreed that if the campaign successfully
changed attitudes, attitudes, it would have a positive impact on LG’s
business.
Strategic challenge: How could LG Mobile help change teens’ attitudes
about mean texting?
Objectives
The goal was to create a campaign whose positive impact on teens’ attitudes
about mobile bullying would also drive LG Mobile’s brand perceptions,
relevance and consideration among the target audience.
Taking into account that LG had never developed this type of campaign
before, it was difficult to set benchmarks, benchmarks, but LG agreed that
success would be changing attitudes by 15% and brand relevance and
consideration by 10%. LG also aimed to increase brand equity and
engagement and generate earned media.
1 TRU/LG Texting Education Survey, 2010 2 LG Family Texting Study, 2009 3 TRU/LG Texting Education Survey, 2010 4 LG Family Texting Study, 2009 5 I-Safe America Cyber Bullying Survey 2003–2004 The campaign had two types of objectives: I. Benchmark-Based
o
• Attitudinal Shift—Change teens’ attitudes and perceptions
about mean texting. Grow +15% based on pre-campaign in-market
survey benchmark. • Brand Relevance and consideration—Increase by 10%
based on pre-campaign in-market survey benchmark. II. Other performance indicators
o
• Brand Value (equity)—Increase equity of LG Mobile among
teens as a socially responsible company.
o
• Brand Engagement—Motivate teens to interact with the LG
brand.
o
• Earned Media (and press coverage)—Given that the effort
would have minimal media investment ($1.7MM), LG wanted to
generate unpaid media to achieve greater awareness of the issue and
momentum around LG Mobile.
o The Big Idea
Motivate teens to think about the personal consequences of sending a mean
text.
Teens won’t stop texting
LG’s research . . . research (July 2009) revealed teens felt it was “ok” to share
gossip because when they took a photo of a popular kid in a compromised
position they were simply reporting on a truth, just like journalists. They were
not able to consider the victim’s feelings but all could describe a situation
where they had sent a text they wished they hadn’t. A time when sharing a
text had personal consequences for them. Maybe it backfired. A girl wants to
please her boyfriend and sends him a topless picture of herself but the guy
then decides to pass it around to his friends when they break up. This they
understood and wanted to avoid.
For the campaign . . . campaign to be successful, successful, it had to raise . .
. to raise awareness about the personal consequences of mobile misuse.
misuse. The big idea was to . . . to motivate teens to think of the personal
consequences of sending a mean text, which text, which the advertising
agency articulated . . . articulated strategically as “think before you text.”

 

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