LG Mobile Asia

UNDERSTANDING who your target really is

AGENCY
CBX Worldwide

CLIENT
LG Mobile Asia

PROJECT
Marketing-Based Clarification Investigation & Development of Focus Group Stimuli

MY ROLE
Creative Director

CHALLENGE
Lack of clarity around target consumer profile, brand equity, positioning & marketing strategy, for addressing Asian marketplace & competition concerns regarding launch of latest smartphone model, accessories & service plans.

SOLUTION
Fast pace 7-day sprint collaboration between strategic-creative team members combining lean plus design thinking development, & additional research, to identify 3 distinctive, relevant positionings, further supported by creative in the form of a collection of consumer touch points, to convey each of the platforms, including: product display, boutique merchandising environment & shopping bag to be utilized in extensive qualitative focus group initiative for clarifying direction & investment.