Creative Marketing Solutions & Case Studies | 師兄 Creative Advertising Agency

The Challenge

In the ultra-competitive smartphone market, Apple’s iPhone dominated not just in terms of technology but also in sheer brand power. Its sleek functionality, industry-leading marketing, and massive media spend made it the default choice for many Hongkongers. LG, on the other hand, had a compelling product with unique modular add-ons that enhanced the phone’s capabilities—but awareness was low, and the budget to compete with iPhone’s aggressive marketing was even lower. The challenge was twofold: How do we convince users that LG offers more than just a phone, and how do we do it in a way that cuts through the noise without a massive budget?

The Solution

Instead of going head-to-head with iPhone’s feature-driven messaging, we took a different route—we leaned into lifestyle and emotional value. The LG phone wasn’t just about specs; it was about enabling Hongkongers to enjoy life beyond their busy schedules. With the campaign tagline “Play More”, we redefined the phone as a tool for self-expression, creativity, and entertainment—something that could enhance real-life moments rather than just being another gadget. We amplified this message through a social-first strategy that highlighted how the phone’s add-ons—whether for music, gaming, or photography—fit into everyday life. By tapping into the emotional needs of busy city dwellers and focusing on real-life moments over tech specs, we successfully positioned LG as more than just an iPhone alternative—it became a brand that stood for fun, creativity, and living beyond work.