To promote its new G2 smartphone in Sweden, LG and advertising agency M&C Saatchi created a campaign that used Smart Banner ads. These highly relevant ads deliver customized critiques of users' iPhones and HTC and Samsung smartphones-all in an attempt to convince them to switch to the G2.

Launch the campaign
Published
January 2014
Topics

The Story

To promote its new G2 smartphone in Sweden, LG and advertising agency M&C Saatchi created a campaign that used Smart Banner ads. These highly relevant ads deliver customized critiques of users' iPhones and HTC and Samsung smartphones-all in an attempt to convince them to switch to the G2.

The Smart Banner ads use recognition technology to sense the smartphone being used. A customized taunt is then sent, pointing out its shortcomings and then suggesting a switch to the G2. An HTC One ad, for example, would suggest 30% better battery life with a G2 while the iPhone version would tout the G2’s larger screen.

The Technology

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    Mobile

    Google Mobile Ads

    Mobile Rich Media

    AdMob

    Android

The Results

The LG G2 Smart Banner message spread globally to over 7,000 influential blogs and newspapers, including Android Community, Business Insider, CNET, Engadget, Heavy, Times of India and Yahoo. It resulted in some well-earned PR for LG, with an estimated PR value equal to 4.3 million Euro. Earned media achieved 184 million impressions. The mobile banner click-through was at an all-time high in Scandinavia.

830%

Above average CTR

Launch Date Oct. 4, 2013