LG steps up Indon leadership fight

The LG G5300, priced between the high end sets by Nokia and the cheaper Samsung models, is aimed at the 17- to 25-year-old segment.

It is the only model in the Indonesian market, which offers both animated wallpaper and a full range of 65,000 colours.

The print-led campaign, developed by Leo Burnett Kreasindo, features a woman dancing in a nightclub filled with static mannequins.

Under the headline of 'Be alive', the ad's objective is to convey the message that "things are better when you can move", said Burnett creative director Chris Chiu.

"The backdrop of a hip nightspot ensures that we are communicating to the target audience. The direct approach was the result of the fact that the market is very competitive, especially among fickle Indonesian youths."

He underlined the competitive pressures by saying that LG launches a new model every quarter, each time targeting different segments, including business people and women executives.

With rivals Nokia and Samsung continually introducing new models, it makes for a market which is "more sophisticated than people think", Chiu said.

He added that the latest campaign, which includes a radio execution, also encompasses the overall core brand values that LG offers - solid reputation and longevity.