LG partners with Nawal Zoghbi to launch online youth campaign

The initiative is being conducted across the Middle East, and will see LG 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 is flocking to the internet's various social networking websites. LG Electronics is capitalising 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 personalised entries, which will be voted on by the public. To participate in the competition, contestants can visit the website (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.

Mr. Ahmed Nassef Vice-President, Maktoob Group and General Manager, 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 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. 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.