LG's G7 to benefit from BTS sensation

K-pop sensation BTS's continuous popularity is expected to help LG Electronics' flagship smartphone G7 ThinQ do well in the U.S. with its release there scheduled for the beginning of next month. / Courtesy of LG Electronics

By Jun Ji-hye

LG Electronics' latest G7 ThinQ is expected to obtain beneficial advertising effects from K-pop sensation BTS globally, especially in the U.S. as the Korean firm's flagship smartphone is scheduled to be released there at the beginning of next month.

The iconic seven-member boy band, also known as Bangtan Boys, was selected in April to appear in global ads for the LG G7 smartphone for a year.

The expectation for their advertising impact is growing especially after BTS was named “Top Social Artist” for the second year in a row at the Billboard Music Awards held at Las Vegas on May 21, beating out Justin Bieber, Ariana Grande, Demi Lovato and Shawn Mendes overwhelmingly.

The boy band has also debuted at No. 1 on the Billboard 200 for its third studio album “Love Yourself: Tear,” Sunday, becoming the first Korean group ever to reach the top of the Billboard main albums chart.

The members of BTS are actively performing roles as advertisement models for the G7 ThinQ.

During their appearance on the popular American talk show “The Ellen DeGeneres Show,” Saturday, they took a selfie using LG's smartphone with DeGeneres after J-Hope, one of the BTS members, suggested taking a picture together.

BTS used the “gesture shot” feature, allowing a user to take a picture with a hand gesture using the front camera. To take a photo with a gesture, a user can simply raise a hand, with an open palm, until the front camera detects it, and make a fist to start a countdown before the shot is taken.

BTS members also appeared to actively use the G7 smartphone during their appearance on the “BTS Comeback Show” aired through Korean cable channel Mnet, Thursday. Using the phone, they studied English through video clips and took selfies. The program was aired not only in Korea but also in Japan, China, Thailand, Indonesia, Malaysia and Myanmar.

“LG electronics is apparently hoping for a great marketing impact from BTS in the U.S. ahead of the release of the G7 there as the group has plenty of name recognition and a wide following there,” said an industry source.

Making its debut in 2013, the boy band has become a leading K-pop act, riding high on their massive, enthusiastic global fandom and their music identity that thrills teens around the world.

When announcing the decision to hire BTS as advertisement models for the G7, the tech company raised expectations that the group's global fandom would help improve its brand image and increase sales.

Kim Su-young, vice president and head of marketing for LG Electronics Mobile Communications Company, said at the time that BTS achieved international superstardom through raw talent, innovation and authenticity even though many gave them little chance of real success. “These qualities make BTS a great match for our smartphone brand and we hope to be able to convey globally that LG mobile devices are also about delivering bold innovation with a unique attitude,” the official said.