In a continued efforts to keep customers happy, LG Electronics has kicked off a revamped brand identity through the Life’s Good global campaign. This aligns with their recent commitment to evolve into a “smart life solution company,” enhancing and connecting diverse customer experiences.
The revamped campaign which is already in like with LG’s high quality products and modern technology entails a range of brand revitalization efforts designed to introduce a fresher, more youthful brand identity. Its objective is to communicate the “Life’s Good” message to customers, motivating and instilling an optimistic outlook on life. Furthermore, it aspires to uplift customers, propagate positivity, and promote mutual support amidst the increasing global uncertainty and instability arising from post-pandemic transformations.
“The campaign aims to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points. At LG, we are committed to actively communicate and provide innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” Dongwon Lee – LG Electronic EA Managing Director
In addition to unveiling its refreshed brand and visual identity, the new campaign seeks to communicate the company’s philosophy and principles. LG has steadfastly dedicated itself to exemplifying the authentic essence of “Life’s Good.” To express this message in a vibrant and youthful fashion, LG introduced its new brand and visual identity in April as part of the LG Brand Reinvent initiative.
As part of communicating the new brand identity, LG has “taken over” famous landmarks across the globe to kick off its Life’s Good campaign with a more dynamic and youthful visual identity. This includes Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London’s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences.
The campaign further extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy. The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core colour palette.
Additionally, LG is expanding its digital engagement with young, global customers by promoting brand awareness through its official social media channels. For instance, the company has since introduced exclusive features, including the “LG Finger Heart Filter” and “Life’s Good Sticker Package,” tailored for major social media platforms such as Instagram and TikTok. These creative elements, freely available to all users, are part of the company’s broader plan to launch a global participation campaign, connecting customers to its brand in new and exciting ways.
The company also plans to release collaboration content with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.