The Challenge
Launch the LG Optimus L Series and communicate both the emotional appeal of the brand and the functional benefits of each handset.

The Insight
Combining emotional resonance with clear product benefits creates a stronger and more meaningful connection with consumers.

The Idea
Unite the ‘Life’s Good’ emotional benefit with the functional USP of each handset through a consistent visual and messaging system.

Execution
Development of an Optimus brand architecture and visual style built around illustrative heart motifs, symbolising a love of life.

Each execution combined emotional and functional elements specific to individual handsets, ensuring clarity of message across the range.

The £3.5 million campaign ran across outdoor, online, tabloid and targeted press, alongside sponsorship of ITV2’s The Exclusives.

Result
Delivered a cohesive brand and product story across multiple channels

Clearly communicated both emotional and functional benefits

Established a distinctive visual identity for the Optimus L Series