LG was a David taking on the Goliaths of Apple and Samsung in the smartphone market.
If we’re being honest, it was a pretty desperate situation to be in.

So we took a decidedly honest approach: asking consumers what it’d take to switch to LG.

After a star-studded spot with the buzzing likes of Aubrey Plaza and Jonathan Van Ness, we asked users on social what it would personally take for them to make the switch. Then we delivered on their wildest demands — along with an LG phone to switch to.

The campaign led to the most successful smartphone launch in LG’s history,
earning a finalist placement in the Effie Awards for Marketing Effectiveness.