LG Electronics ‘Takes Over’Dubai’s Famous Landmark “Burj Khalifa” to Kick off Its Life’s Good Campaign with More Dynamic and Youthful Visual Identity
LG Electronics (LG) has launched its brand-new Life’s Good campaign, carrying out various “Brand Reinvent” activities to introduce its more dynamic and youthful brand identity.
Starting August 22, the company rolled out its Life’s Good campaign, unveiling digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks, including locations in Dubai. Each vibrant image and captivating video has been meticulously crafted to showcase LG’s renewed visual themes.
With its global campaign, the company aims to convey the message Life’s Good to customers in the UAE, inspiring and encouraging them to approach life with an optimistic attitude. In light of the rising uncertainty and instability worldwide due to post-pandemic changes, the campaign’s ultimate goal is to uplift customers and spread a positive influence, fostering mutual support.
In addition to unveiling its fresh brand and visual identity, the latest campaign strives to connect with UAE customers by sharing LG’s core values and philosophy. LG remains unwavering in its dedication to capturing the essence of ‘Life’s Good’. To infuse this message with energy and youthful spirit, LG proudly launched its new brand and visual identity this April, as part of the ‘LG Brand Reinvent’ initiative.
LG’s latest advertisements can be seen at Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London’s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy.
The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.
Moreover, LG is enhancing its digital connection with the vibrant youth in the UAE, enhancing brand recognition through its official social media platforms. Starting from August 25, the company will introduce exclusive features, including the “LG Finger Heart Filter” and “Life’s Good Sticker Package,” tailored for major social media platforms such as Instagram and TikTok. These creative elements, freely available to all users, are part of the company’s broader plan to launch a global participation campaign, connecting customers to its brand in new and exciting ways.
The company also plans to release collaboration contents with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically.
LG has partnered with a collection of influencers, all embodying the spirit of “brave optimists,” for the campaign. Through these partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers not only in the UAE, but also globally.
In July LG declared its vision to transform into a “smart life solution company” that can connect and expand customers’ diverse experiences, and has been steadily carrying out its LG Brand Reinvent activities at various customer contact points as one of its major strategies.
“LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We aim to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers in the UAE and worldwide at various points of contact.”
