Introduction
In the always-connected world of social media, gadgets and shrinking attention spans, how do you engage Gen Z'ers for promoting a smartphone? While Gen Z'ers view their mobile devices as "extensions" of themselves, they are not very inspired to engage with product review-related content for mobile devices. Our challenge was to promote LG's latest smartphone to this attention-starved generation.
By breaking away from the typical product promotion approach of reviews and unboxing videos saturating the web today, we concluded that the best way to reach Gen Z consumers was through original, lifestyle-specific content they could relate to outside the...