Celebrating and rewarding everyday Australians doing good for others.

At a glance

Tonic created LG Local Legends, a campaign that asked Australians to nominate people doing great things in their communities and rewarded a monthly winner with LG products. Social sentiment linked the word ‘proud’ with LG Australia for the first time.

Client:: LG Electronics
Project:: LG Local Legends
Industry:: Consumer electronics

Concept & Campaign Development, Branding, Copywriting, Art Direction & Design, Video & Stills Production, Social Media & Content Creation, Website Development, Content Management Systems

The brief

LG is known globally for innovation, but its brand score and appeal in Australia were relatively low. We were asked to build a stronger connection with Australians, and stronger trust in the LG brand.

The challenge: prove LG is part of Australian life

Many Australians didn’t see LG as Australia-focused. The campaign had to turn that around and show that LG has been part of their lifestyle and community for years, and will be for years to come.

The strategy: real Australians, picked by their neighbours

We showcased real Australians doing amazing things in their communities, nominated by friends and neighbours for going above and beyond, and rewarded them with LG products. Each Local Legend is a living example of LG’s promise to enrich everyone’s every day.

The solution: nominations from the ground up

Instead of a traditional brand campaign, we built a connection from the ground up, asking people to nominate their Local Legends through social and digital channels. Each month a winner was chosen from the many deserving nominees, and their story was shared on the website, social channels and beyond.

The results: ‘proud’ linked to LG Australia for the first time

Launched during bushfires, floods and a global pandemic, Local Legends brought a breath of fresh air and positivity. It achieved extraordinary organic reach, and social sentiment linked the word ‘proud’ with LG Australia for the first time.