LG Electronics has launched RD 7230, the first CDMA-based video-cum-camera mobile phone in the country. “The new LG RD 7230 is positioned as a lifestyle accessory,” says J G Ham, Vice President, Overseas Marketing Team, LG Electronics.
Tony Baek, Country Head, LG-CDMA, LG Electronic India is confident about RD 7230. “It is the best video-camera phone till date, available to the Indian user. This unique piece is called a smart video camera phone, which I am confident, would strengthen our leadership status in the Indian CDMA handset industry. We see camera phones having a brilliant future in India; with high speed Internet through CDMA2001x, we expect the video and picture based applications to grow very fast and fuel the demand for such high-end products,” he states.
The new brand campaign reinforces the “Expression Completed” theme. The advertisement tries to establish a mobile phone as a personal effect that completes the personality of any user, and reinforces that a mobile is not just meant to talk. The campaign attempts to establish the ‘feel in’ factor of owning a stylish mobile phone, which could create an aspiration to own an LG handset.
The communication projects an LG mobile user as a trendsetter. Accordingly, the TVC is set in an urban landscape where a man and woman make a connection with the stylish LG RD 7230 playing catalyst. The campaign uses television as the primary medium of communication. This is supported by colour print campaign through national mainline dailies.