BTS hired to promote LG's G7 smartphone
LG Electronics has selected K-pop sensation BTS to appear in global ads for its upcoming G7 smartphone. / Courtesy of LG Electronics
By Jun Ji-hye
K-pop sensation BTS has been selected to appear in global ads for LG Electronics' upcoming G7 smartphone expected to be released next month.
The company announced the decision last week, noting it will tailor its G7 marketing activities with the iconic seven-member boy band, also known as Bangtan Boys, for a year.
Making its debut in 2013, the boy band has become one of the leading K-pop acts, making an unprecedented splash in the unforgiving U.S. market.
The tech company expects the K-pop group's global fandom to help improve its brand image and increase sales.
“BTS achieved international superstardom through raw talent, innovation and authenticity even though many gave them little chance of real success,” said Kim Su-young, vice president and head of marketing for LG Electronics Mobile Communications Company.
“These qualities make BTS a great match for our smartphone brand and we hope to be able to convey to global markets that LG mobile devices are also about delivering bold innovation with a unique attitude.”
The company said it has already received explosive responses from fans of the boy group around the world on social media including Twitter. Fans have posted comments in various languages including English, Japanese, Spanish and Italian.
LG's new flagship model G7 smartphone is expected to adopt an advanced LCD screen to make it a more affordable premium phone, according to industry sources.
James Kang, an analyst at market researcher Euromonitor International, said the popularity of K-pop, which had been mostly focused on Southeast Asia, began to expand to the Americas as well as Europe with BTS at the center.
“Reflecting this trend, the Korean tech company is mapping out a strategy to maximize sales of its product in the global market,” Kang said. “Especially, a new smartphone tends to generate fast responses right after its release. It is seen as an opportunity (for LG Electronics) to get closer to international customers by reinforcing the attractiveness of its product through utilization of Korean pop culture.”
But there are also differing opinions on whether the selection of BTS for the ads will actually help enhance the brand power of LG smartphones.
Some market observers say LG Electronics has struggled in the smartphone market because of ambiguous positioning of its product.
The brand value of LG's phones has been considered lower compared to those of Samsung Electronics and Apple, and considered to have lower price competitiveness compared to products made by Chinese firms.
LG has suffered losses in its smartphone business for 11 consecutive quarters as of the fourth quarter of last year.
LG may have paid a lot for BTS, which would make it difficult to take a bet on the cost-effectiveness of the competition this time.
“A company would receive the consumer reaction it wants only after product quality and price competitiveness add to the influence of a celebrity,” Kang said.