LG WIFI BRACELET by DraftFCB Tel Aviv for LG

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LG WIFI BRACELET

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Israel
Agency DraftFCB Tel Aviv
Copywriter Kobi Barki
Strategic Planner Ronney Samsonov
Released January 2010

Credits & Description

Category: Self Promotion
Advertiser: H.Y. GROUP
Product/Service: LG LAPTOPS
Agency: DRAFTFCB SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: DRAFTFCB SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Chief Executive Officer: Dudi Shimoni (Shimoni Finkelstein Draftfcb)
Executive Creative Director: Kobi Barki (Shimoni Finkelstein Draftfcb)
Copywriter: Kobi Barki (Shimoni Finkelstein Draftfcb)
Executive Group Manger: Yosefa Galante (Shimoni Finkelstein Draftfcb)
Industrial designer: Reuven Givati (Shimoni Finkelstein Draftfcb)
Strategic Planner: Ronney Samsonov (Shimoni Finkelstein Draftfcb)
Antenna Engineer: Motti Elkobi (M.E RF Antenna Solutions)
Account Manager: Maayan Savion (Shimoni Finkelstein Draftfcb)
Media placement: WiFi Bracelet - Coffee Shops - 1 February 2010

Describe the challenges and key objectives
The trickiest challenge was how to attract ‘just’ laptop users in the coffee shops and not others. To tackle this we understood we had to create our own media solution. Another challenge we had to overcome was how to target coffee-shop laptop users who, by their nature, are very individualistic.

Describe the brief from the client
LG wanted to strengthen its presence in the laptop market. We decided to focus our efforts amongst a very well defined target audience - laptop users in their natural habitat: Coffee shops.

Describe how you arrived at the final design
Our idea was to connect WiFi with fashion. Knowing that our audience likes to switch 'offices' regularly, we created a stylish piece of utility - a digital bracelet that at a simple press, tells wearers when they're in a WiFi zone. Silicon was chosen in order to strengthen the 'raw' motif. The square shape was chosen in order to create the impression of a 'Knowledge Cube' emphasising the contrast between a simple visual form and the technology inside. To preserve the rawness and also the exclusivity, we decided to manufacture the bracelet as a Limited Edition handmade cast.

Give some indication of how successful the outcome was in the market
This fusion of fashion and functionality got people reacting and talking wherever it was seen. In contrast to WiFi which is intangible, the bracelet we designed could be enjoyed both as a chic fashion accessory and as a hi-tech gadget - either way, making an image statement for the wearer.