Monday, 14 December 2009


Handset manufacturer LG launched an out-of-home campaign in conjunction with the film “Avatar” to coincide with the launch of the latest Chocolate devices.  The two-week campaign featuring the new LG Chocolate BL40 and the forthcoming Chocolate BL20 ran across London 6 sheets and national bus T sides, in addition to the five interactive touch-screens in bus shelters.  The digital bus shelters featured information about the LG handsets, plus characters information, and trailers from James Cameron’s “Avatar” film, in theaters Dec. 17.

Engaging bus commuters
The interactive bus shelter hosted a 42-inch touch-screen combined with a PIR motion-activated system and camera.   When inactive, the screen features the eyes of Na’vi—a character in the film—until a member of the public approaches and the motion sensor activates a talking Avatar before the new Chocolate LG40 comes into the shot.

A short video shows the touch-screen and QWERTY keypad navigation, a walkthrough of the Web browser, Google maps and GPS applications before going to the media browser and selecting a video clip which launches the 30-second Avatar trailer.  Returning to the media browser carousel, the user is then invited to opt in by pressing icons on the screen to view more product information, take part in a competition or view the trailer again.

The partnership will be supported through a TV spot that features the “Avatar” movie trailer footage projected from LG eXpo and an interactive micro-site, which includes exclusive movie content.  The campaign’s TV ad began airing Fri., Dec. 11, on CBS during NCAA games and ESPN.  The TV broadcast ad is also running during cable programming such as CSTV, Adult Swim, Comedy Central, Discovery, G4, History Channel, Science Channel, Spike, SyFy and USA.

LG said that it wanted to have an impactful execution that would bring the new LG Chocolate’s feature set to life in an accurate and creative way that would both grab attention and involve consumers in the content.   Despite the high-tech, interactive nature of the campaign, there were a few missed opportunities.

An SMS call-to-action in the bus shelter would have given LG and Avatar the opportunity to ask consumers to text a keyword into a short code and opt in for alerts, coupons or future remarketing.  Also, there is not a mobile-optimized/WAP version of the micro-site, and there is no mobile advertising in conjunction with the campaign.   LG and “Avatar” however did launch an exclusive joint-sponsored Facebook page between Fox and MTV.