LG Electronics tells features of flexible screen via story of ERROR's Denis Kwok

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In a recent campaign, LG Electronics has featured boyband ERROR's Denis Kwok to tell the qualities of a girlfriend, associating them with a wireless and flexible screen created by the South Korean electronics company.

Launched in March, the one-month campaign contained a video inspired by movie Her. In collaboration with PHD's content division Fuse, the video humanises the flexible screen "StandbyMe" as the perfect companion for Kwok, who in reality is single. Also, the video captures how Kwok enjoys every moment with "LG StanbyME", such as watching football games, making dinner, and singing to his fans on Instagram live through the device, emphasising the product's flexible, fun, and adaptable attributes.

The video builds on Kwok's song Sleep till 3, implying that after unsuccessful romances, he finally meets his other half "LG StanbyME". He closes the video by saying that the girlfriend needs to stand by him.

LG Electronics said the product offers a clean yet straightforward technology as it combines functionality with entertainment. It includes a movable 27-inch screen with a mirror mode that allows users to view the panel from any angle. The company added that the product is suitable for small apartments in Hong Kong thanks to its flexibility.

“By working together with LG Electronics' in-house on the creative creation through to the media deployment, we could align one strategy seamlessly. Through the creative, we emphasised LG Electronics' newest product proposition that captures real-life moments and draws relevance to young Hongkonger’s aspirations, carrying this through to realisation with media in the right moments on the right platforms,” said Rex Tang, business director of PHD.

The video was launched on the Facebook pages of LG Electronics and Kwok. It also contained a narrative Q&A to pique interest and spark discussion, followed by the official social video launch across several social media platforms, including YouTube, Facebook, and Instagram.

“We are excited to partner with PHD beyond media and to work holistically on the campaign with their creative arm Fuse. Together, we were able to connect with Hongkongers by demonstrating that LG StanbyME is more than just a device but an entertainment champion," said Rico Wong, manager of brand marketing at LG Electronics.

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