LG wanted to introduce their new camera phone, the LG Renoir. At the same time their biggest competitors were introducing their latest cam-phones as well. The big question was: What do you do when you want to introduce a camera phone while your biggest competitors are introducing a similar phone at the same time?

Instead of shouting out loud, we’ve let others tell about LG Renoir’s outstanding performances. In order to promote the impressive picture quality of the new LG Renoir's 8 MP camera phone, we asked famous photographer Carl Hermès to follow internationally renowned DJ Armin Van Buuren for 24 hours and to create a photo journal. These photos formed the basis for the Renoir campaign. A big discussion began about the new possibilities of mobile phones on leading weblogs.

The campaign generated a large volume of coverage in the form of unsponsored items in newspapers, radio shows and TV shows. By using the product itself to create the first ever campaign shot entirely with a mobile phone, the claim of being the best camera phone was made very credible for the target group. Since the start of the campaign the LG Renoir is the number 1 camera phone in sales charts.

We created a Renoir website where consumers could see a collection of the work and could enter a competition: Buy a LG Renoir and get a chance to win a rock & roll weekend with Armin van Buuren, visiting 3 gigs in a weekend alongside Armin, with limousines, helicopters, groupies, the works. Alongside this, an exclusive book with a collection of the photos that Carli Hermès made with his LG Renoir was distributed in most telecom retail stores.Through a social media strategy weblogs were used to get the message to the core target group of gadget freaks and opinion leaders. Our PR network was used to get the story to TV and radio entertainment shows, press and entertainment websites. We have uploaded a ‘making of’ on YouTube which became a huge hit immediately. Armin was so impressed by the quality of the photos, that he used the photos for his new CD cover later on. This CD, in shops since February, is emphasized on CD descriptions on many webshops. Armin’s new tracks are also exclusively uploaded on the LG Renoir.

The campaign resulted in a lot of free publicity, including radio shows, weblogs, newspapers and an item in the no. 1 TV Entertainment Show RTL Boulevard.

However, it’s the consumer that determines the success: the making of the film on YouTube has been watched by more than 55,000 people so far, the exclusive in store book is sold by consumers on eBay for serious money, and the LG Renoir has been a top 10 best seller since the introduction.

To deliver on the communication challenge, we did not limit ourselves to ordinary media channels. By using the product itself to create the first ever campaign shot entirely with a mobile phone, the claim of being the best camera phone was made very credible for the target group.