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"I want that laptop"... 1020 'interested' in LG Gram wearing NewJeans' clothes"
LG Electronics selected NewJeans as LG Gram's Public Ambassador... "Limited Edition" launched
Laptop market strengthens foreign domestic offensive... Targeting young people with idol marketing
"Is LG Gram that light? Enough for NewJeans to hold and shake with one hand."
"NewJeans' laptops is so pretty. Even if it's expensive, it'll be sold out soon, right?"
LG Electronics, which is releasing a new lineup of laptop "LG Gram," is targeting its teens and 20s with popular idol NewJeans. The plan is to increase the market share at home and abroad through a thick fan base and awareness while applying young sensibility to the brand with the fresh and sensuous images of NewJeans.
The early marketing results are expected to receive a passing score. Despite the high price of limited edition laptop that is set to be released in collaboration with NewJeans, it is receiving a lot of attention from young customers.
According to industries on the 28th, LG Electronics will unveil 'LG Gram-Style NewJeans Limited Edition' on February 1. LG will sell limited quantities on a first-come, first-served basis at 8 p.m. on the same day.
Earlier, LG Electronics appointed NewJeans as a goodwill ambassador for LG Gram and said, "We will introduce LG Gram that collaborated with Newzins," raising expectations.
The NewJeans edition, which was pre-released on LG Electronics' website, applied the design of the rabbit "Bunny," which symbolizes NewJeans, to "LG Gram style (Type 14)." Bunny designs have also been inserted into laptop pouches, cable straps, mouse pads, and mouse, which as provided as laptop covers, touch pads, and edition goods. Stickers, NewJeans' DIY stationeries, and posters were also included in the limited edition goods.
Although it is a limited edition product containing various goods, the price is the same as the existing LG Gram style (2.49 million won/USD 2,023.62). LG Gram style is a new lineup of gram released this time, and it is the first Gram to have an organic light emitting diode (OLED) display. It is a premium line that emphasizes luxurious design.
For NewJeans' fans, it is an expensive goods (souvenirs) worth more than 2.4 million won (USD 1,950.47), and interest is explosive. The advertisment for the NewJeans edition, a music video format released on LG Electronics' YouTube channel on the 25th achieved 700,000 views within a day of its release. More than 1,200 comments are also well received.
One netizen wrote, "If you make a mistake in advertising, the product is often buried only on advertising models, but the members of NewJeans are so pretty and the product came out so pretty in this advertisement," adding, "I want to buy a limited edition gram."
Several articles about "NewJeans' Notebook" were also noticeable on the portal site's knowledge-sharing platform (knowledge search). A user who introduced himself as a high school student asked, "Can I buy a laptop cover or a mouse separately?"
At a time when the launch of new electronic devices (IT) including laptops is not receiving much attention from consumers, LG Electronics' idol marketing is said to be a worthwhile strategy to try.
In particular, the domestic laptop market is threatening the two-way structure of LG Electronics and Samsung Electronics due to the supply offensive of Taiwan's ASUS, which put up a low price. In other words, popular idols are put forward as relief pitchers at a time when they desperately need a card to boost their market share.
An industry official said, "LG Electronics and Samsung Electronics once accounted for 80% of the domestic laptop market, but now they are only half." "Apple has a solid fan base, and Asus and Lenovo have excellent cost-effectiveness (price-to-performance)," he said. "It is a smart strategy to appoint famous idols as ambassadors and release limited edition products in terms of attracting young customers who will be the main consumers."
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