LG Spain and Dani Molina, Paralympic gold in Paris 2024, claim the courage of optimism under the motto Life’s Good

Dec. 13 (Portaltic/EP) –

LG Spain and Spanish triathlon athlete Dani Molinagold at the Paris 2024 Paralympic Games, claim courage and optimism as a way of life, sending a message to society: ‘Ignite your optimism.’ A campaign that is based on the global Life’s Good identity from a local point of view, related to the “social, positive, conscious, proud and brave idiosyncrasy of the Spanish people”, explains the brand.

Life’s Good is the strategic umbrella that represents LG’s values. A strategy that allows the company to better communicate its value proposition, fusing technological innovation and proximity to the consumer. “This repositioning of our corporate identity reflects our ambition to inspire and motivate society with stories marked by empathy and everyday life“explains Miguel Ángel Fernández, Marketing Director of LG Spain.

The technology company understands this philosophy as “a commitment to its consumers, an identity that permeates the development of its strategy and is reflected in its employees, as well as in its Life’s Good ambassadors”, such as Dani Molina.

The Spanish triathlete suffered a motorcycle accident at the age of 22 that almost cost him his life. He lost his right leg below the knee, underwent 14 operations and a year of recovery before he could walk again. “Life gave me a new opportunity to do what was really important to me.“explains this athlete, who once again climbed to the top of a podium last September.

Molina returned to the Games twenty years later and won the only gold medal he was missing after being five-time world champion and six-time European champion. Now, together with the technology manufacturer, he encourages all those who have followed his exploits and those who have just discovered his story of improvement to “never give up.”

“LIFE CAN BE WONDERFUL”

Following the concept of ‘Life’s Good’, LG Spain a few months ago recovered the voice of the renowned sports commentator Andrés Montes through Artificial Intelligence (AI) to claim through a spot this optimism as a way of life.

The Spanish subsidiary considers that “there is no better translation of Life’s Good into Spanish than the popular phrase ‘Life can be wonderful’ by Montes” to make a call to society and remember that “look at life with optimism, for oneself and for others, and enthusiastically enjoy the small moments, alone or in company”, emphasizing that this is “what makes a difference in the way we live.”

This reality is reflected in the value that Spaniards give to small thingshow to spend the weekend with family and friends, or the role that food and drink play in popular culture (two statements shared by 69 and 59 percent of Spaniards, respectively, above Germans, French or British).

THE TIME TO SHARE INSPIRING CONTENT

Likewise, as part of its strategy, LG has launched the ‘Optimism your feed… and spread your optimism’ campaign on social networks, which encourages users to enjoy a more positive experience proactively sharing and participating with inspiring and optimistic content through their profiles.

According to data from a global survey commissioned by LG, 45 percent of users affirm that on their social networks There is equal or more negative content than positive. LG, aware of the double aspect of social networks, on the one hand, a source of negative news and, on the other hand, of entertainment, information and interaction with friends and family, has created a ‘playlist’ or list of content and videos ( Optimism your feed) with which consumers can interact to “infect the optimism” of ‘Life’s Good’.

LG Electronics’ (LG) new brand strategy, launched globally in mid-2023, reinforces the brand identity and shows its ability to evolve alongside different generations and create innovative experiences across the planet; anchoring in local references to connect with the consumer and go further in its ambition to make people’s lives better thanks to technology.