A heavy advertiser on television and print, LG Refrigerators has lined up a major radio campaign on RED FM. The ‘Green Gyani’ campaign is aimed at promoting the USP of "Green Ion Door Cooling" technology in LG refrigerators. The creative agency behind the campaign is Lowe.
The campaign is breaking early next week. The radio spot will play heavily on RED FM stations in Delhi, Mumbai and Kolkata. In the third week, lines will be opened for the audience to call in and ask us their queries.
Said Sandeep Tiwari, Head – Marketing, LG Electronics India, "Radio is an emerging medium and has immense popularity and reach. By including it in our media plan we are ensuring a 360-degree campaign. We had launched a similar campaign called "Cookie ke cooking tips" in October 2006 on Red FM, which was immensely popular. Our clutter breaking campaign Green Gyani will also be on similar lines but this time around we will also open the lines for customers to call in and get their queries answered."
Tiwari further explained that with the influx of radio channels and “the bombardment of customers’ minds”, it is critical that a marketer looks for “differentiated creative to register his message”. A normal ad message carrying features and product description has a higher chance of getting lost in the jungle of spots on various channels, he said.
According to Tiwari, audiences remember either informative messages or wacky messages. He felt that a character always helped in creating an association with consumers. “Hence, the Green Gyani idea emerged. We wanted a character that sounded knowledgeable and gave out information about how LG refrigerators can help them store their food longer. As market leader, LG had to move beyond just feature descriptors on radio. TV and print were doing this job. Magazines are used as medium to give LG a lifestyle brand image. For radio, we had to do something different,” he elaborated.
Lowe Client Servicing Director Tanul Bhartiya said, “The basic idea behind the Green Gyani campaign is that it will help in establishing the USP of the brand. Green Gyani is a character who will give tips ranging from how to keep food fresh to buying vegetables. We will have a backend of experts solving various queries. We are starting the process of two capsules on RED FM and will gradually increase the frequency as the programme concept catches on.”
He added that the idea was to own the word ‘green’ through this 360-degree initiative. The creative input for Green Gyani will change every third day.