Delivering cohesive campaigns for a multi-category brand.
At a glance
Since 2016 we’ve delivered brand, category and product campaigns for LG Electronics Australia across Home Appliances, Home Entertainment, IT, Air Conditioning, Corporate, LG’s online brand shop and Information Display, from strategy and creative to content production and digital execution.
- Client:
- LG
- Project:
- Multi-category campaigns
- Industry:
- Consumer electronics and appliances
Creative Agency, Social Media Agency, Digital Agency, Video Production
The brief
Bring LG’s innovation to life for Australian audiences in every category, with campaigns that stay true to LG’s global brand and keep pace with a busy retail calendar.
The challenge: many categories, one brand
LG runs multiple campaigns at any given time, from major product launches to always-on category activity, across its consumer and business divisions. Each category has its own audience, priorities and timelines.
The work needs to localise LG’s global frameworks for Australia while staying recognisably LG on every channel, from social and display to retail and LG’s own website.
The strategy: one team across the full funnel
We work closely with LG’s internal teams as an extension of their marketing department, delivering strategy, creative, content production and digital execution across the full funnel.
That means adapting to shifting priorities, localising global creative and writing messaging that resonates with Australians, whether it’s influencer-led creative for Home Appliances, launching new IT products like CineBeam, or B2B campaigns for Information Display.
The work: launches and always-on campaigns
Recent work includes the LG CineBeam launch on LG.com, the 2025 LG OLED TV range across social, display and online video, the CordZero “It sucks” social series for Home Appliances, and online store offers such as the WashTower laundry detergent bonus.
The result: thousands of assets since 2016
We’ve delivered thousands of assets for LG, from social and display to retail, branded content and owned-channel creative, built on a deep understanding of LG’s brand and the balance between consistency and agility.
They combine creative thinking with a really practical, tech-savvy approach.
Tonic The Agency has partnered with LG since 2016.
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