LG Mobile Germany had a tough image problem. Through a history of rational and feature driven product communication, nobody in Germany thought about LG as a desirable brand. And even worse, Apple and Samsung are spending about 20 times more on media. Our idea was to bring back LG as the feisty underdog. With an provocative online campaign that shows the thread that the arrival of the LG Optimus G poses for other smartphones. With a minimal media spending we succesfully launched the new LG Optimus G with an integrated online campaign and earned a lot of free media coverage and word of mouth through social networks.