Global and regional digital leader LG Electronics has launched an interactive online campaign dedicated to Arab youth who are keen on displaying creativity and innovation. The campaign is taking place across the Middle East, and will see LGE teaming up with Lebanese singer Nawal Zoghbi to create the future stars of the Arab world.
The online medium has become the fastest growing in the region and an increasing number of Arab youth are flocking to the internet’s various social networking websites. LG Electronics is capitalizing on this emerging phenomenon with the help of its celebrity endorser, Nawal Zoghbi. The campaign will run from August until mid-October and is open to all individuals from 12 countries across the Middle East and North Africa.
“This is a fantastic opportunity for young people across the region to connect and communicate with each other,” explained Mr. K. W. Kim, President of LG Electronics – Middle East and Africa. “Nawal Zoghbi is a beloved icon of the Arab world and her presence, along with the interactive campaign, is a great way to bring creative-minded people together.”
“Be a Star with LG” involves three different competitions, which are to be conducted online – “Watch Me”, “Sing with Me” and “Born to Shine”. Each of the competitions involves personalized entries, which will be voted on by the public. To participate in the competition, contestants can visit the website (http://najmlg.maktoob.com) and register themselves. All participants have to be between the ages 15 and 30.
To participate in “Watch Me”, contestants have to create their very own music video whereas in “Sing with Me”, contestants can record a song in their own voices. “Born to Shine” requires participants to compose a creative piece detailing a personal achievement and explaining why they feel they deserve to be acknowledged. The entries will be available online to the public to watch and listen to before they vote.
Commenting on the newly launched initiative, Mr. Kevin Cha, General Manager of the LGE Amman Branch, said that LGE, with the help of its dealers and representatives, will work to promote this innovative campaign, since it is campaigns like these that help highlight creative talents within the community
Mr. Ahmed Nassef, Vice-President of Maktoob Group and General Manager of Maktoob.com, said “We're proud to have a campaign with LG in this breakthrough youth competition that takes advantage of Maktoob's cutting edge multimedia community tools. This is a testament to the effectiveness of the Internet in the Arab world as a perfect way of engaging consumers.”
Nawal Zoghbi is the brand ambassador for the stylish LG Shine mobile phone and her popularity in the Middle East is undisputed. In her new role with LG, Nawal has been travelling across the Middle East to promote the LG Shine mobile phone through various marketing campaigns and promotions.
The campaign is well appreciated by the Arab youth and within one week of its launch 14,500 unique visitors have visited the site and around 60,000 pages were viewed by them. Arab youth from 22 different countries of the Middle East & Africa region have participated in the various activities of the campaign within one week of its start.
Competition prizes include laptop computers, Shine mobile phones, MP3 players as well as video CDs of Nawal Zoghbi with her signature. The competition prizes will be given away on a monthly basis. Additionally, monthly prizes will be given away for referring friends to the website.
The LG Shine mobile phone has taken the region by storm, having already sold over 3 million units worldwide in less than four months of its launch; which will soon be taking place in Jordan. Taking Nawal’s campaign to the next level involved reaching out to her most enthusiastic fan base, the Arab youth, through an interactive, viral medium.
