LG mobile was not the popular mobile phone brand to the younger generation. But still LG felt that the younger market is the most significant segment of our clients.So LG mobile launched the Lollipop phone to approach young people between the age of 17-23.It was intended to apply culture code of our target audience by using idols / music / fashion / dance to approach as an important issue to them rather than focus on the product itself. Most importantly we have used a viral marketing campaign to launch a new girl group to increase the curiosity about teh product.We had to co-market with the entertainment agency, advertising agency and advertiser. Releasing our contents carefully to various channels of media. The surprising fact is that IMC was voluntarily carried out from person to person and it shifted marketing into a different form- culture-code marketing.

On the 25th of March, an entertainment agency released PR article of a veiled girl group to create noise. 3 days later, the song which was released on the Internet, dominated all the online charts. At the same time, the micro site was opened to show a teasing image of the music video. And very next day TV-CF was aired to launch the main Lollipop marketing. On April 3rd, the full music video was distributed to mark the climax and it lead to a new form of IMC. The message was carried person to person without any direction from the advertiser. Outdoor/indoor billboard was set up to support and maintain its boom and LED on popular spots. Most of all, its marketing spread out worldwide through online.

Ranked top position in all online music charts, including ringtone charts which no commercial song has ever done before. 180,000 clicks were made to view the music video and over 2,000 subscriptions to their blogs. Furthermore, more than 11,000 UCC were voluntarily made to upload including various dance / parody / singing / abroad / bizarre versions. It naturally and rapidly spread out on and offline, with hair styles, fashion and accessories being copied. Its success was proven in selling 3,000 phones a day for 6 months which total sum of 600,000 phones.Moreover, competitors including Samsung mobile and other advertisers have started similar campaigns including the idol / music / dance / fashion method to create a strong impact on the younger generation trend setters. And its marketing still continues…