The launch ad for LG Cookie PEP phone has not one but three celebrities. Good actors in their own right, they somehow get lost in the ad, which has a confusing story line. The phone no doubt has all the fun features that youth need, but the ad somehow does not bring out these features with clarity.
Brand: LG Cookie PEP Cellphone
Agency: Rediffusion Y&R
Media at time of launch: Television, Print and Outdoor
The Brief: The purpose was to launch LG’s latest offering, the Cookie PEP cellphone, a highly affordable touchphone with one-touch SNS (social networking sites), essential multimedia and a minimalist design that comes equipped with just the right amount of features that youngsters today need to have a great time. Sudhin Mathur, Business Head, Mobile Communications, LG Electronics India Pvt Ltd, explained, “As the name suggests, the phone will enable our young mobile users to have an ‘unordinary’ fun experience. It delivers all the essentials in communication, multimedia and entertainment in a delightfully compact form.”
Speaking on the creative thought process behind the campaign, Minakshi Achan, National Creative Director, Rediffusion Y&R, said, “We had Cookie PEP, a phone with just the right amount of fun-packed features for the youth. And we had three celebrities – John Abraham, Abhay Deol, Genelia D’Souza – who embodied the easy going, free spiritedness of today’s generation. So, while the communication was all about simplicity, we kept it vibrant and fun by taking off from the light-hearted interplay that’s so much a part of the youth today.”
Chraneeta Mann, Creative Head on LG, added here, “We have understood that young people travel their life in gangs. The age of the smouldering loner is over. And the concept of fun itself has changed a lot in India. Simply put, we always have a good time in our group, sometimes even at a friend’s expense. We believe it’s the new definition of cool. It’s about what you can get away with.”
Mann further said, “Mobile phone is growing very fast in the youth segment and LG Mobiles has positioned itself as a fun loving, free spirited brand. This year, LG Mobiles plans to introduce a strong and differentiated product line-up. Our association with celebrities is because of our focus to capture the youth market. The Cookie PEP phone is all about fun, entertainment, networking and with just the right applications that you would need in your phone.”
The creative idea started with picking a youthful, free-spirited set of three friends, who would become the LG gang. A fun mix of three distinct personalities – John, the prankster; Abhay, the cool stylish dude; and Genelia, the bubbly, vivacious girl.
Alongside the film, there was a full page front ad on all editions of The Times of India on March 6. The campaign will soon also unfold across the digital medium and social media, keeping in mind places where the youth like to hang out in the digital space.
The Final Product:
The campaign broke with three teasers that captured the quirks and personalities of each of the celebrities. John’s teaser showed him playfully flirting with a couple of pretty girls. Abhay’s teaser focused on his love for clothes and his compulsion to look stylish.
The launch film played upon the classic group dynamics between a bunch of youngsters by capturing the light-hearted interplay between the three celebrities – showing Genelia and John ganging up together against Abhay for some good natured fun.
The film communicated Cookie PEP’s product proposition of ‘Everything you need. Nothing you don’t’ through a funny and witty story about John and Genelia ganging up against an unsuspecting Abhay to get rid of his rather extensive wardrobe and trailer full of superfluous belongings through an online auction using their LG Cookie PEP phone.
We rate it as 6 out of 10.
Commenting on the ad, KV (Pops) Sridhar, NCD, Leo Burnett, said, “I feel that the ad is not young and cool. They are trying to be cool. The set-up and the situation are quite silly. These are not young people. They are uncle and aunties being used. They could have done something meaningful. It’s not a nice connect. They have wasted celebrities in the ad, which are otherwise really good actors.”
On similar lines, KS ‘Chax’ Chakravarthy, NCD, DraftFCB+Ulka, said, “The ad is quite silly to begin with. They have wasted the use of celebrities. It’s a very nice, cool phone. But the story is very confusing.”
The ad is light and humorous, but tries too hard to be cool. The story line is not easy to follow as in what is Abhay doing there – is he moving in with them, are they college students. The three celebrities definitely don’t fall in the ‘college kids’ category. Also, we feel Genelia has been completely wasted in the ad. We feel there is a celebrity overkill in the ad and phone’s feature are not highlighted that much.