April 2009
LG Electronics MobileComm USA has partnered supermodel fashion icon, Heidi Klum, to promote its LG Rumor2 phone and the idea that mobile phones have come to be an expression of personal style.
As in the arrangement, LG will unveil personalized back plates for the Rumor2 and Klum in her role, as LG’s Ambassador of Style, will lend her expertise to design five such back plates and skins that express her personal style. And like Klum, consumers too can express their individual style and unique personalities by customizing their Rumor2 phones.
The partnership includes an advertising campaign, online webisodes, and a consumer promotion. The eight webisodes will be hosted by Klum herself and will be live on www.lgrumor2.com. Aspiring fashionistas will also have the opportunity to win a seat at Heidi’s Style Council where they too will join in designing Rumor2 back plates and have them featured alongside Klum’s own designs if chosen.
“Our partnership with Heidi Klum is an indication of LG’s leadership in style and self expression,” said Ehtisham Rabbani, VP product strategy and marketing for LG Mobile Phones.
“We are delighted to have Heidi share her vision and creative input. The Rumor2 is not about a one-style-fits-all approach, but about individual style.”
Print ads will launch April 24 nationally featuring Klum painted with butterflies to match her own created black plate demonstrating how the phone is an extension of her personality. The ad will be featured in weekly magazines as well as fashion driven monthlies. Banner ads will also feature the image.
To celebrate the partnership, Klum will host an LG exclusive party later this month in Hollywood to promote personal style and the phone. Guests of the party will include stylists, fashionistas and celebrities who embody the essence of style and personal expression.
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