LG Electronics’ brand marketing strategy: collaborated animation with creators of Larva

I bet most of you are familiar with the famous character “Larva”. If you live in Kyung-gi do, you might have seen the short clips of this animation in bus. Unless you drive by yourself when you go to school, many of you might be familiar with these two creepy, but cute colorful worms since the animation is being exposed to public transportation system every day.

“Larva” is considered to be one of the successful marketing promotion of animation and character industry in Korea, which the famous character “Pororo” is currently leading. Since the studio TUBAn, the creator of this creatures, is well known for its graphics, creativity, and storytelling, LG Electronics made a collaboration with this studio, creating another new series of the animation.

It is the very first time for Korean mobile phone manufacturers to engage in making animation film from the very first step; planning, designing and creating story plots. The main characters of this animation, “Rotary Park” were designed based on the concepts of LG Electronics’ new mobile phone series, AKKA.

 When I first saw this video, as one of the great fan of any kind of animation throughout the world, I definitely agreed that this kind of communication is a great approach to marketing for Korean manufacturers. Because there are various leaders of mobile/PC/IT worldwide market in Korea, they have to differentiate their promotions and their marketing strategy in order to create a proper brand image. LG Electronics are well known for their displays, but it is also their limitation that they do not have any other strong points rather than displays. Since Apple and Samsung are making great job at their marketing promotion, LG Electronics must be wise in their STP strategy. LG Electronics must target another social group: young generations from 10s to 20s, so they could have potential loyal customers. So I brought the teaser animation to share it with you guys here. If you are interested, feel free to visit the official Youtube channel of Rotary Park and LG Electronics here! (https://www.youtube.com/user/TheRotarypark)