LG Mobile Phones: "ONE EMAIL, ONE TREE" Direct marketing by Mccann Worldgroup (thailand)

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LG
Product/Service: POP MOBILE
Agency: McCANN WORLDGROUP THAILAND
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: McCANN WORLDGROUP THAILAND, Bangkok, THAILAND
Entry URL: http://awards.researchm.com/ca_lgpop/
Chief Creative Officer: Martin Lee (McCann Worldgroup (Thailand))
Executive Creative Director: Saharath Sawadatikom (McCann Worldgroup (Thailand))
Senior Art Director: Chutima Sriaranyakul (McCann Worldgroup (Thailand))
Senior Copy Writer: Jariya Somboontum (McCann Worldgroup (Thailand))
Copywriter: Prayer Trairatvorakul (McCann Worldgroup (Thailand))
Technology Consultant: Wichian Yungmeesuk (McCann Worldgroup (Thailand))
Flash Programmer: Kongsak Pongsuradate (McCann Worldgroup (Thailand))
Strategic Planning Director: Chawana Praesrisakul (McCann Worldgroup (Thailand))
Account Executive: Peerunthron Chaisrirattanakul (McCann Worldgroup (Thailand))
Account Executive: Nutcha Mauthorn (McCann Worldgroup (Thailand))
Flash Programmer: Kittikoon Thaomor (McCann Worldgroup (Thailand))
Senior Web designer: Thongrop Vongthonghor (McCann Worldgroup (Thailand))
Media placement: Website - Website - 1 Mar 2010
Media placement: Facebook - Fan Page - 1 Mar 2010
Media placement: Hi5 - Fan Page - 1 Mar 2010
Media placement: Banner - Sanook, Kapook, Dekdee - 1 Mar 2010
Media placement: EDM - Email - 1 Mar 2010

Describe the brief/objective of the direct campaign.
LG ranked 5th in the mobile phone market but was losing market share to Chinese mobile brands. Research also shows that LG’s brand value reduced every year and that LG did not appear in top 10 brands recalled. LG was also introducing a green phone named LG POP, which uses non-toxic raw materials, lowers waste, and requires less energy. So we used LG POP’s launch to increase LG’s brand recall by positioning LG mobile as a green brand, acquire potential consumers and drive sales volume.

Explain why the creative execution was relevant to the product or service.
The One email, one tree campaign is Thailand’s first real-time advertising campaign where the virtual world merges into the real world. The campaign had 2 platforms running simultaneously. In the virtual world, participants could interact through the website and see the results appear in the real world, real-time. For each email that consumers provided, LG POP gives a tree in exchange. And for each LG POP sold, LG would plant another tree in the reservation forest. The brand consideration was raised along with LG POP’s brand value.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Planting a tree is a regular practice for many campaigns but this time is different. Welcome to One Email, One Tree website, where consumers can select their tree’s location, name their tree and watch it grow in real-time via online live broadcast 24/7 from a real world location. The live broadcast was fed directly from the reservation farm and displayed live online. The baby tree was nurtured by a real farmer before being moved to a reservation forest after the campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The site had more than 500,000 visitors in the first month. 343,678 plants were grown. The campaign was referred to 32,323 times. More than 1200 blogs talked about the campaign. LG brand recall reached the top 10 for the first time. Market share monthly rankings moved up to 4th position. 11,204 LG POP's were sold, resulting in 3 times more sales than anticipated. Only 156 plants died in this campaign.