LG DM TALK TO ME by McCann Bangkok

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market Thailand
Agency McCann Bangkok
Executive Creative Director Saharath Sawadatikom Ltd.
Art Director Namon Naipramote Ltd.
Copywriter Jariya Somboontum Ltd., Prayer Trairatvorakul Ltd.
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LG
Product/Service: 3G PHONE
Date of First Appearance: Feb 15 2010 12:00AM
Entry URL: http://awards.researchm.com/ca_lg3g/
Chief Creative Officer: Martin Lee (McCann Worldgroup (Thailand) Ltd.)
Executive Creative Director: Saharath Sawadatikom (McCann Worldgroup (Thailand) Ltd.)
Senior Art Director: Chutima Sriaranyakul (McCann Worldgroup (Thailand) Ltd.)
Copywriter: Jariya Somboontum (McCann Worldgroup (Thailand) Ltd.)
Copywriter: Prayer Trairatvorakul (McCann Worldgroup (Thailand) Ltd.)
Technology Consultant: Wichian Yungmeesuk (McCann Worldgroup (Thailand) Ltd.)
Flash Programmer: Kongsak Pongsuradate (McCann Worldgroup (Thailand) Ltd.)
Strategic Planning Director: Chawana Praesrisakul (McCann Worldgroup (Thailand) Ltd.)
Account Executive: Peerunthron Chaisrirattanakul (McCann Worldgroup (Thailand) Ltd.)
Account Executive: Nutcha Mauthorn (McCann Worldgroup (Thailand) Ltd.)
Art Director: Namon Naipramote (McCann Worldgroup (Thailand) Ltd.)
Media placement: Website - Www.lge.com/th - 15 Feb 2010
Media placement: Facebook - Fan Page - 15 Feb 2010
Media placement: Hi5 - Fan Page - 15 Feb 2010
Media placement: Banner - Sanook, Kapook, Dekdee - 15 Feb 2010
Media placement: EDM - Email - 15 Feb 2010

Describe the brief/objective of the direct campaign.
3G technology was introduced to the Thai market recently. Most consumers were confused about this new trend. Is it about speed? What about coverage? Both mobile operators and mobile brand owners wanted to capture this trend and become the leader of 3G technology. LG found an opportunity to introduce 8 of their handsets with 3G technology. This time, however, we need to talk about 3G in a clearer, more fun and more entertaining way while also collecting consumer contact information to drive more sales.

Explain why the creative execution was relevant to the product or service.
The first VDO call simulation (online video call) via online. VDO call technology was selected to simulate the uniqueness of 3G mobile handset features.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Introduce LG’s 3G handsets with the Talk to me campaign: the first VDO call simulation via online. VDO call technology was selected to simulate the uniqueness of 3G mobile handset features. The campaign allowed consumers who only had 2G handsets to try VDO calls instantly. Two cute girls and celebrities answered phone calls live from 12.00 to 21.00 daily. Their mobile phone numbers were announced on the website where consumers could call, talk to them and see them live online. All incoming mobile phone numbers were captured and used to generate more sales for LG mobile.

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.
Website collapsed in the 2nd day of the launch and required 1 more day to stabilise. Bandwidth reached 100GB on the 3rd day. The site had more than 12,600 visitors per hour and reached 1,000,000 unique visitors on the12th day. All phone numbers were captured and called back if the line was busy. The calls reached maximum capacity at 270 calls/day. 26% of viewers had made a call. 5% of callers called back every day. Clients were very happy, and more than 1,000,000 people had fun.