The task: Create awareness of the new LG's flagship smartphone in a crowded mobile marketplace, with a fraction of the budget used by competitors like Apple or Samsung.
We launched a two-pronged campaign, jointly targeted at techies and entertainment seekers. On the launch website, users could 'Learn' by checking out the all the specs... or they could 'Play' by having the features explained to them by our four experts: An 80s rocker, a whiz kid, a Latin lover and a beauty pageant queen (sadly, an evil genius loosely based on Dr. Evil and James Bond nemesis Ernst Stavro Blofeld was quashed by our client's legal department).
We had way too much fun on this campaign.