PRESS RELEASE

NO. 1 DJ FEATURES IN FIRST CAMPAIGN THAT’S BEEN SHOT WITH A MOBILE PHONE.

LG launched their new camera phone, the LG Renoir, in a unique way. Because LG’s competitors were introducing their latest camera phones at the same time, their ad agency, Brand New Telly Industries was wondering: “How do we stand out of the clutter? How do we communicate that the LG Renoir is the best camera phone?” When you claim you’ve got the no.1 camera phone you should prove. So they came up with a campaign based on a unique collaboration with the no. 1 DJ in the world and famous photographer.

LG hooked up with renowned photographer Carli Hermès and asked his opinion about the LG Renoir. Hermès was immediately enthusiastic and said: “Whatever you guys do with this, I would like to join in for the LG Renoir campaign. Hermès and the number one DJ in the world, Armin van Buuren, hooked up and decided to make a photo shoot with just the LG Renoir.

The two, both renowned and successful in their own profession, flew to Jakarta to produce the photo shoot. Carli accompanied Armin for 24 hours and made pictures during his gig, while making his radio show ‘ A State of Trance’ and on the way to the hotel. The results where so surprising and amazingly good, that Armin decided to also use the LG Renoir campaign photo’s for his new album cover and the inlay of the ‘Imagine’ remix album.

Armin personally became a fan of the LG Renoir. Together they went a step further: the latest LG phone, the LG Arena, has high quality sound as it’s unique selling point. Therefore Armin pre-launched his new album on 10.000 limited editions of the LG Arena. Besides listening to the remix album ‘Imagine’ Armin fans should get really enthusiastic with the LG Arena. All the photos from the LG Renoir shoot are besides wallpapers and even ringtones, available on the limited edition of the LG Arena. To emphasise the quality of the camera, the pictures were placed as print ad’s, with nothing more than a small remark about the way the pictures were made. Nothing more was necessary to show the target audience the quality of the LG Renoir camera phone.

Besides the print ad’s the pictures were used on the campaign website (http:// www.lgrenoiractie.nl) and Point of Sale material. The campaign started a big discussion about the new possibilities of mobile phones. During the discussion the campaign reached the big masses via unsponsored items in newspapers, magazines, radio shows, news/entertainment websites and entertainment shows on tv. The exclusive limited (999 ex.) edition of the printed book is now a hot topic on the Dutch Ebay.

Armin’s new remix album entered the first week immediately the Dutch charts with a number one position and so did the LG Renoir in the selling charts.

For more information about the campaign visit: www.lgrenoiractie.nl or contact Bas Nuissl or Wouter van der Pauw Brand New Telly Industries 0031 (0)20 5522 155 0031 (0)6 4628 1488 or 0031 (0)6 2155 227 [email protected] or [email protected]