When people hear the brand “LG”, they often think of home appliances. LG is active in various fields, including audio business, but it has been lacking in awareness for a long time.

We initiated a collaboration with the renowned rapper name Berkcan Güven(a.k.a. BEGE) not only to potentially aim to take 2nd position in audio indusrty after JBL, but also to be featured in his new second single album, Marka Kalite.

In Türkiye households, the influence of GenZ is significant. We targeted these Gen Z with our campaign, recognizing their affinity for hip-hop as a prevailing genre. This led us to collaborate with BEGE and ultimately resulted in us achieving the top spot in sales.