141216 aka mpr guideline_v6

MPR Guideline December 2014 MC Marketing Communication Division

Purpose of This Document & Confidentiality Reminder

Kevin Lee / IMC Team Tel: +82 2 2033 6159 E-mail: [email protected]

Léa Lee / IMC Team Tel: +82 2 2033 6020 E-mail: [email protected]

This document is intended to provide each LG local office with a comprehensive guideline in developing and managing communication messages and programs for the LG AKA. LG local offices are encouraged to modify and elaborate upon the ideas and information in this guideline in order to make the device more attractive in your market. However, these modifications need to be consistent and within the basic guidelines provided in this document. This guideline is not intended for distribution to external parties other than your contracted agencies. The content in this document may be subject to change depending on internal and external conditions. Thank you.

Background: Current Smartphone Market

What does this all imply?

There’s an opportunity for something different, something new, something that opens your eyes to new possibilities.

A smartphone that syncs to its users on a more personal level.

This is why LG developed…

Maturation & Saturation Personalization Democratization

Design and product concept have become important differentiators among smartphones as mobile technology has become more iterative and less revolutionary. DIY and customization have become increasingly popular over the years through the ‘Maker Movement.’ "A critical element to becoming a Best Friend Brand is personalization." Dave Walters, product strategist at Silverpop. http://www.bizreport.com/2014/08/personalization-key-to-becoming-a-best-friend-brand.html

With the smartphone market reaching maturity, there is stiff competition at the top saturated with high-end phones with similar specs. The gap between mid-tier and premium-tier devices are also narrowing which has forced manufacturers to look to other means of sustaining growth and stability by doubling up their efforts in growing segments such as wearbles, IoT, and VR. "Once you get past 50% penetration, you move from rapid growth to maturity, and inevitable slowdown.“ - Neil Mawston, Strategy Analytics http://www.theguardian.com/technology/2014/apr/27/smartphone-market-saturation-apple-samsung

Latest statistics show the mid-to-entry level smartphone segment continues to grow. As prices of democratizing manufacturing tools and components for mobile products continuing to drop, low-cost manufacturers are now offering devices with specs that rival market leaders such as Apple, Samsung, and LG. “In China, for instance, Xiaomi puts high-end specs in its phones but sells them for mid- or low-end prices. The company has been in the smartphone industry for only four years, but it has already surpassed Samsung in the world's biggest phone market.” - CNET http://www.cnet.com/news/samsungs-real-achilles-heel-the-low-cost-emerging-markets/

AKA Introduction

Four Characters. Four Personalities. AKA is the world’s first smartphone lineup with minds and personalities of their own. Each of the four carry distinct personalities represented by interactive characters. Each phone adopts the personality of one of the four characters by default and the more you spend time with it, the more you get to know them and their quirks. Personality is the perfect word to describe the AKA line as they come in four vibrant colors.

DIY: Customization & Personalization With its customizable, DIY ‘mask,’ the AKA lineup gives teenagers the freedom to express, the freedom to create, and the freedom to truly make it their own. It also comes with the latest version of Android (Lollipop), and an art toy representing the characters, all wrapped in character-relevant packaging. The coordinated front mask and back are perfect canvasses for customization with stickers and drawings. Change the AKA's back cover and you can unlock other characters as well. The phone doesn't just express its own personality, it lets you express your personality, too.

Pop-Culture Blend Not only that, the AKA lineup goes beyond the realm of smartphones and into pop cultural territory with the development of ‘Rotary Park,’ an animated series created in collaboration with ‘Larva’ animated series creators TUBA Entertainment. Cross-promotional tie-ups will also be established in overseas markets– similar to the AKA-branded snapback caps launched by popular cap maker HatsON for the Korean market. Fun, Inside & Out: Interactive UX The first thing you’ll notice are the eyes of each character that peek out from behind its mask that covers the face of the phone. Each character's eyes reveal hints about what's happening inside. Slide down the mask to check important notifications or slide off the mask to see that the chosen character's personality is woven into wallpapers, widgets, ringtones and more. The character-relevant UI and UX features all add further fun and interactivity such as the digital integration of the ‘Art Toy’ figurine that comes packaged with each model. Take a picture of the ‘Art Toy’ and it instantly animates on screen and can become part of your selfies-- living omnipresently inside.

AKA: A Smartphone Like No Other It’s Fun, It’s Unique, It’s Customizable, It’s Got Soul.

Meet the AKA Crew

•  Opinionated •  Passionate about the

state of the world •  Lives in the moment

•  A Romantic •  An idealist •  Thinks the world is his oyster

•  Always yearning •  Reveres the past •  Likes to feel nostalgic

•  Foodie •  Fashionista •  Social butterfly

WOOKY Short tempered

EGGY Love-holic

SOUL Timid but soulful

YOYO Food-holic

Target Audience

& TEENS TWEENS

Only for the young / pathfinders who create new ways of doing things /

Inspired by sicence, pop culture / individual style and personality /

always present on social media / idolizes celebrities that share their views

(Source: Generational Targets 2014 / LG & Future Concept Lab)

AKA Key Specification

Size 138.7 x 71.9 x 9.9mm

Weight 135.5g (excluding font slide cover), 157g (including front slide cover)

Color White/ Yellow/ Navy/ Pink

Model WOOKY(White)/ EGGY(Yellow)/ SOUL(Navy)/ YOYO(Pink)

Network LTE

OS Android 4.4 KitKat

Display 5-inch HD IPS

Camera 8MP / 2.1MP with Laser Auto Focus

CPU 1.2Ghz Quad-Core

Battery 2,610mAh (Removable)

Memory 16GB / 1.5GB (microSD slot)

Connectivity Bluetooth 4.0, Wi-Fi, NFC, A-GPS, USB 2.0

Others Art Toy, 4 Stickers

Price TBD

Value Proposition

You carry your smartphone everywhere. You need it more than it needs you.

It's the first thing you see in the morning and the last thing you see before bed.

If your phone is such a personal item,

why doesn't it have a personality of its own?

“AKA is the world’s first lineup of fun and customizable smartphones with eyes

that reflect your personality... and it's own.“

AKA gives you the freedom to express, the freedom to create, and the freedom to make it your own.

Communication Direction

Goal Direction

§  Emphasize the lineup’s interactive eyes, DIY aspects, such as their customization and personalization options, and unique UI and UX

§  Position the LG AKA as the world’s first fun, unique, and utterly customizable smartphone for teenagers

ü  Actively utilize popular social media platforms (Snapchat, Twitter, Facebook, YouTube, Instagram, Vine) and internet content providers (BuzzFeed, College Humor, Reddit) to create original content that will boost the AKA’s public visibility

ü  Plan and execute media tie-ups and launch on-ground events to maximize exposure across a broad range of media outlets including lifestyle and culture magazines

ü  Show teens and tweens how to play with the AKA line by seeding them to YouTube and Vine stars

§  Link the keywords ‘FUN,’ ‘ORIGINAL,’ ‘UNIQUE’ with the AKA by highlighting the four characters and creating an entertaining narrative around their biographies

Tactic

[Pre-launch] Influencers -  Pitch and establish endorsements from popular influen

cers with the teen and ‘tween’ demographic such as comedians (e.g. Aubrey Plaza, Seth Rogen, Aziz Ansari, Bill Burr) and musicians (e.g. Katy Perry, Macklemore, Drake, Pink, etc.)

-  Develop AKA’s integrated marketing and communication strategy around the chosen endorsers/influencers that spans PR, ATL and BTL

[Launch] Traditional Media -  Actively pitch to broadcast and print media for compre

hensive coverage of notable content created from the involvement of AKA’s endorsers/influencers

[Launch] Online Channels -  Seed AKA lineup to top-tier tech/culture media and You

Tube/Vine stars popular with teens for hands-on reviews, demonstrations, unboxing, and branded content

[Post-launch] SNS -  Engage with AKA’s target consumers of teens and ‘twe

ens’ via social media platforms such as Snapchat, Vine, YouTube, Facebook, and Twitter

-  Hire notable internet content creators to generate internet memes that has the capacity to go viral

Value Proposition

AKA gives you the freedom to express, the freedom to create, and the freedom to make it your own

AKA is the world’s first lineup of fun and customizable smartphones with eyes that reflect your personality…and it's own

Message Platform

Key Message Fun: Inside & Out

DIY: Customize and personalize. Hack it and make

it your own

A true, one-of-a-kind phone that features four different

personalities

RTB

  Your phone, just the way you like it •  From the package to the actual

product, AKA goes beyond what a conventional smartphone can do. As you get to know the personality each character holds, your relationship with the phone deepens

  ‘Art Toy’ that’s more than a toy •  Each persona comes with a character-

relevant ‘Art Toy’ figurine that can be digitized and integrated into the phone’s UI and UX

  Create your own mask •  Choose a character-specific sticker,

draw or paste to add your personal style to AKA

•  After decorating the mask, your own design can complement the phone from the front to the back

  Specialized stickers & masks •  Variety of pre-designed and pre-made

stickers, skins, and masks available for separate purchase

  Swap & Switch Characters •  Change the AKA's back cover and you

can unlock other characters for those desiring variety

  Eyes that peek out to reveal personality •  Unique UX tied to each character and

their interactive eyes such as notifications, wallpaper and ringtones

  It’s all about fun •  Snapping selfies with your virtual 3D

‘persona’ (Art Toy) adds fun and silliness to your smartphone experience

•  Your ‘persona’ is fully integrated with AKA’s custom UI and UX

•  Character widget that directs you to the AKA mobile microsite

•  LG’s latest features and functions: Laser Auto Focus, Knock Code and Gesture Shot, etc.

  Mask On Features •  Shake to wake, answer calls, play

music, set alarm, etc.

Global PR Roadmap

AKA display @ CES

Maximize Buzz Expand Postive WOM Create Expectation

(Jan.5 )

PR Activities

Press Release

Product Review

Feature Story

/ Media Tie-in

Other

Infographic/ Video/ Image Press Release Interview Product Review Feature Story Others (Comm. Guideline etc.)

Product Review AKA unveils @ MWC

Product Hands-On Video Available

LG takes a walk on the wild side with AKA

[Feature Series] LG plays it cute with new

smartphone segment

Has Lady Gaga found a phone with as much

personality as she has?

Tutorial Video: How to Personalize your ‘AKA’

Phone with Pharrell Williams Reviewer’s

Guide

Korea Launch

(Nov.11)

AKA unveils @ CES

NA Launch

(July)

AKA Unveils @ MWC (Mar.5)

Can LG kick start a new segment with the all-new AKA line of

cheeky smartphones?

Meet The ‘AKA’ Crew

YouTube/Vine Sitcom

The Limited Edition AKA’s

(Apr.)

Global Launch

(Mar.2)

Global AKA unveils @ MWC

Latest Swag: Introducing your imaginary friend, who happens to be

a phone

LG is making phones for every age segment, and that’s pretty

cool

Global Product Seeding

(Early March)

AKA Global Rollout (Apr. xx)

AKA NA Rollout (July xx)

Product Seeding - Global Tech Media/ Lifestyle/ YouTubers

MPR Guideline

AKA Infographic

Developer interview

Positive News / Best Review Article Comm.

Pack (Jan.31)


Pack (Mar.xx)

Instagram Hashtag Selfie Contest

AKA Un-boxing video (Jan.6)

LG's new phone goes beyond specs to appeal to

a niche market

As a constant market pioneer, LG presents yet

another innovation

What consumers want, AKA has it all: innovation coupled with emotional

touch and reasonable price

Reddit (AMA session with AKA personas)

AKA Global Rollout

Product Seeding - Global Tech Media/ Lifestyle/ YouTubers


Pack (Mayxx)

[Event Idea] On-ground Guerilla Activation

►  Dispatch actors in high-traffic spots across North American cities (NYC, LA, SF, etc.) during peak rush hour with life-sized AKA characters attached to their bodies representing their personas. This is intended to create organic buzz with spectators and participants uploading photos and videos to social media.

►  Consumer Engagement: To expand this program and improve the chances of a viral takeoff online, host a contest where the event is announced in advance and people in the target cities are challenged to spot the AKA Crew characters, take selfies with them and upload them to Twitter, Instagram and Facebook with a #hashtag for a chance to win an AKA smartphone upon its release.

Pre-launch Launch Post-launch

Your AKA Doppelganger

[Event Idea] Viral YouTube/ Vine Clips


Reference video: Best of Vine http://www.youtube.com/watch?v=k1MLpsU7QWs ►  Feature the Meet The AKA Crew actors in a series of

comedic clips on YouTube and Vine. Through these clips, our target group will be easily acquainted with all four AKA characters in a fun, unique, but above all, hilarious way.

►  Consumer Engagement: Through the campaign micro-site or the AKA social media channels, our target group will be asked to create their own comedy clips centered on the four characters. The top five contest participants with the most likes or votes will be given a host of prizes including the AKA smartphone and a chance to produce their own sketch on a local show similar to Saturday Night Live.

YouTube/Vine Sitcom

[Product Seeding] YouTubers Suggestion

Name Key Facts Audience Additional Info.

LaurDIY •  DIY and fashion YouTuber •  Subscribers: 1,161,910 •  Total views: 50,075,769

•  Most viewers are female, between late teens and early 20s

•  Living in NY •  Age: 21 •  http://laurdiy.com/

Clothesencounters •  Lifestyle, fashion, beauty YouTuber •  Subscribers: 1,166,009 •  Total views: 82,039,768


•  Korean American •  Instagram followers: 794k

Aspyn Ovard •  DIY, lifestyle, fashion YouTuber •  Subscribers: 1,015,712 •  Total views: 63,738,579


•  Age: 18 •  Teenager

Ingrid Nilsen •  Fashion, beauty YouTuber •  Subscribers: 3,073,279 •  Total views: 220,297,862


•  Teenager

Bethany Mota •  DIY, Fashion, beauty YouTuber •  Subscribers: 7,786,423 •  Total views: 607,791,218


•  Teenager

Zoella •  DIY, Fashion, beauty YouTuber •  Subscribers: 6,625,280 •  Total views: 307,473,872


•  Living in London

Caspar •  Lifestyle YouTuber •  Subscribers: 3,400,716 •  Total views: 189,995,365


•  Age: 20 •  Male •  Living in South Africa

Tess Christine •  DIY, fashion, lifestyle YouTuber •  Subscribers: 1,087,373 •  Total views: 58,553,094


•  Age: 23 •  Living in U.S.


[Event Idea] Reddit ‘AMA’ Session with AKA Personas


►  Conduct an Ask Me Anything (AMA) session on Reddit featuring each AKA personas.

►  Each character will be represented by a popular stand-up comedian.

►  Tech media will likely pick up and publicize as this would be the world’s first ever ‘AMA’ session featuring smartphone characters.

►  Reddit’s core demographic: 18-29 year old (59% Male)

Reddit AMA Session with AKA

YOYO (Aubrey Plaza) WOOKY (Bill Burr) SOUL (Demetri Martin) EGGY (Aziz Ansari)

[Event Idea] Instagram Hashtag Selfie Contest


►  Take a picture with their AKA smartphone or take a selfie with AKA persona through the Snapsh-00-t in the AKA smartphone.

►  For example, participants can take a selfie or their fashionable nails or accessories with their AKA.

►  Upload the picture on their own Instagram and hashtag #MeMyselfAKA (TBD) to enter the contest.

►  Expand the contest to non-AKA owners by putting pictures of characters into a website or app that lets people add them to their own pictures.

Show Your Persona #meAKAmyself

[Event Idea] Collaboration with Artists


►  Collaborate with high-profile artists or fashion brands to make limited edition AKA phones. Ideas can include Banksy, Kate Spade and Jeff Koons, but local celebrities also work.

►  Auction the phones off to a charity that supports teens or tweens.

►  Post the behind-the-scenes stories and pre-auction teasers on YouTube and social media.

►  Some of their artwork can be made into deco stickers for mass-production, with a portion of sales going to support the same charities.

The Limited Edition AKA’s

Feature Angles (1/2)

Content Target

Has Lady Gaga found a phone with as much personality as she has? • Seed AKA phone to Lady Gaga and have a photographer and videographer ambush her by filming and taking pictures of her playing with YoYo.

• Have the paparazzi ask her about the phone. • Write a straight-news category article and post.

• Culture/ Entertainment (TMZ.com)

Latest Swag: Introducing your imaginary friend, who happens to be a phone • New gadget section featuring the AKA lineup. •  Introduce and deliver the phone’s key merits and product concept in a tone of voice that speaks to its target consumer base, teens.

• Highlight all of the DIY, customization, and personalization options.

• Culture/ Lifestyle

LG plays it cute with new smartphone segment • LG’s works pursuing “special” over “general”. • Highlight LG’s move to embrace niche markets. • Describe successful history of LG’s unique phones past and present, including Lollipop, Wine and AKA.

• Tech Media (The Verge, Mashable)

What consumers want, AKA has it all: innovation coupled with emotional touch at a reasonable price • Founding innovation on emotional sentiment, LG presents AKA - a smartphone with a communicative eye. •  Positive comments from consumers, citing startling design, compact specs and reasonable price. •  Actively promote AKA as a one-of-a-kind smartphone.

• Consumer Reports

Feature Angles (2/2)

Content Target

LG takes a walk on the wild side with AKA • Highlight LG’s continuing journey toward being a more creativity-led manufacturer. • Detail the AKA smartphone’s key attributes and their customizable features that can make a phone’s user

experience more fun and, above all, personal.

• Tech/ Entertainment Media

Can LG kick start a new product segment with the all-new AKA line of cheeky smartphones? • Establish LG’s brand narrative as a company unafraid to develop a new segment of lifestyle and culture-centered

smartphones. • Highlight the features, functions, and highly interactive and customizable aspects of the AKA line • Offer high definition pictorials of the lineup in addition to hands-on videos and demonstrations.

• Tech/ Entertainment Media

LG's new phone goes beyond specs to appeal to a niche market •  It’s hard for smartphones – especially in the mid-tier – to stand out on technology alone. The segment is too

mature. • Specs do matter, but with AKA, LG has taken a completely new approach to appeal to a younger crowd.

• Business Media

Market pioneer, LG, innovates a new personality • History of LG-led new segments with products including Prada phone and G Flex. • Highlight how LG goes beyond leading the high-end segment with phones like the spec spectacular G3. LG consistently creates unexpected new categories of phones.

• Business Media

Expected Q&A (1/2)

Q1. How was the AKA concept first developed?

§  We wanted to do something different and reach a different audience, so we put some of the most creative people from our marketing and advertising department together and asked them to go nuts. The result was the AKA lineup.

§  With the low-to-mid-tier smartphone segment continuing to expand and mobile technology reaching maturation, there was a desire to develop a product that was not only unique but also imbued with plenty of character.

§  Teenagers will be able to freely express themselves and enjoy an authentic DIY experience with the AKA personas, mask covers, unique UI and camera features.

Q2. How will the AKA be positioned in the market, who are its target audience, and in which regions will it be released?

§  AKA’s target customers will mainly be teenagers who are fashion-conscious and value individuality. §  We’ve also positioned AKA as a reasonably priced phone that teens and their parents can afford.

Q3. What does the global rollout plan look like?

§  Unfortunately, we cannot answer that at this time. What we can tell you is that we are definitely planning to release the lineup in key global markets.

Expected Q&A (2/2)

Q4. What distinguishing features does the AKA have? (Key USPs)

§  There are three things that really set AKA apart: §  First, the phone has eyes. One of four personas peeks out from AKA’s front mask: “Wooky” is short-tempered, “Eggy” is

the romantic, “Soul” is timid but soulful, and “Yoyo” is a foodie. These characters imbue the entire phone with their personalities.

§  Second, are the mask covers that protect and cover the front of the phone. The mask let the characters’ eyes peer out and communicate with you, even when the phone is “closed”. These masks also let you express your personality by decorating them with stickers, drawings and more. Their vibrant colors coordinate with the equally customizable backs.

§  Third, is the AKA’s selfie camera app, Snapsh-OO-t. It lets you take selfies along with your animated AKA character. It really looks like the character is in the picture with you, not just an overlay.

§  The moment you switch masks, AKA turns into a completely different phone with a different persona. You’re not just changing the color of the back cover, you also change UI elements like the wallpaper, lockscreen, widgets, alarm and ringtone. The eyes, of course, change too.

Q5. Who are the AKA’s main competitors?

§  We’re confident in saying that the AKA lineup is a first of its kind in both concept and form factor. Instead of trying to look for competitors now, we’ll be on the lookout for who follows our lead in the future.

Q6. Where do you expect AKA to sell the best?

§  This is a lineup that reflects the wants and desires of the youth across the globe. Teenagers today are all about being individuals and not following the herd. As such, we believe AKA will do well in globally.

[Appendix] Expected Q&A _Wine Smart (1/2)

Q1. How was the Wine Smart concept first developed?

§  We found that despite the increasing prevalence of smart technology, relatively older consumers often struggle to adapt to new, advanced devices. However, because they want to communicate with their family and friends, take high-res photos, and store data on their phones, they still express enthusiasm to overcome the barriers and use smart technology themselves. This convinced us of the need to start working on a smartphone that was tailored for those who favor a traditional phone design. We saw the demand among consumers to communicate between generations and we believe that Wine Smart is perfect way to help these users become acquainted with new technology.

§  Our ultimate goal is to connect seniors with their acquaintances, such family members and friends.

Q3. Who are its target audience and which regions will it be released?

§  Seniors over the age of 50 are our target. §  But that doesn’t mean we skimped on the specs. Wine Smart phones come equipped with 8MP camera, DMB, FM radio,

web browsing capabilities, and music/video player. §  Not only that, it’s a good phone for parents to give to their young teens as its sticker price is affordable and prevents

game addition §  Wine Smart has already been released in Taiwan in early December and it will be released in XX and XXX within MMYY.

Q2. What was the biggest challenge you faced while developing Wine Smart?

§  The LG Wine Smart is very unique and the development process was much different from other phones that we have made. For example, during the design process, we had to minimize and streamline features by removing the complex external components that we felt would confuse users as opposed to simply adding the latest features. Also, it was challenging to adapt Google’s Android OS for a conventional flip phone in a way that made Android’s more complicated functions easily available to Wine Smart users.

[Appendix] Expected Q&A _Wine Smart (2/2)

Q4. How was developing Wine Smart different from other smartphones?

§  To design the perfect smartphone for all generations, our researchers conducted a variety of experiments and studies on how best to serve the target demographic. The number one claim that the focus groups reported was that it is very frustrating to hold a smartphone steady while typing on touch screens and that it was difficult to read the small typefaces of many modern smartphones. So, we increased the size of the buttons by 25% and included soothing colors for the phone’s background wallpaper. The phone also comes with large 1W speakers so that hearing impaired users still have access to the phone’s audio functions.

Q5. What distinguishing features does the Wine Smart have? (Key USPs)

§  The common thread that runs constant with this phone is that everything is big and bold. §  For instance, keyboards are 25% larger than previous flip phone keyboards, the camera quality has been given a

significant bump in mega-pixels at 8MP, the IPS LCD is clearer and more vibrant, and the storage was increased to 4GB, which is enough room to store as many as 2,000 pictures.

§  Through extensive research, we found out that seniors want a speaker that’s loud enough to listen to music while going for a walk in the park or in the mountain. So, we equipped the phone with a 1W speaker so they can listen to music with more ease. In addition, we increased the size of the phone’s receiver to help them better listen to incoming calls.

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