LG Promo, Case study LAUNDRY BAG TAKEOVER by Y&R Dubai

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Industry Electronic Devices & Home Appliances, Washing Machines
Media Promo & PR, Case study
Market United Arab Emirates
Agency Y&R Dubai
Creative Director Shahir Zag
Art Director Husen Baba Khan
Copywriter Ash Chagla
Released September 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: WASHING MACHINE
Agency: Y&R DUBAI
Date of First Appearance: Sep 15 2010
Chief Creative Officer: Shahir Zag (Y&R Dubai)
Creative Director: Shahir Zag (Y&R Dubai)
Creative Director: Husen Baba (Y&R Dubai)
Associate Creative Director: Ash Chagla (Y&R Dubai)
Art Director: Husen Baba (Y&R Dubai)
Copywriter: Ash Chagla (Y&R Dubai)
Account Director: Uday Desai (Y&R Dubai)
Account Manager: George Ninan (Y&R Dubai)
Planner: Nadine Ghossoub (Y&R Dubai)
Agency Producer: Amin Soltani (Y&R Dubai)
Production Manager: Binnu Cherian (Y&R Dubai)
Corporate Marketing Manager: Anis Sahyoun (LG Electronics)
Media placement: Laundry Bag - Neighbourhood Laundries In Dubai And Abu Dhabi - 15 September 2010

Insights, Strategy & the Idea
Our brief was to raise awareness for the LG Steam Direct Drive Washing Machine. A machine that contains a steam clean function that leaves your clothes wrinkle-free, saving you the hassle of ironing.

The UAE’s working population is made up of many single people who live in residential areas very close to major business districts. Most spend long hours at work and prefer the hassle free option of sending their clothes to neighbourhood laundries that wash and iron their clothes.

We decided to target them, and offer them the same hassle free approach to doing laundry with our machine.

Creative Execution
We wanted to talk to people at a time when their laundry is top of mind, and get them to inquire about the machine either online or in store. So we tied up with small neighbourhood laundries and turned something that our target interacts with every week into a vehicle for our message.

Clothes from laundries are delivered in plastic bags, so we reinvented the laundry bag with our machine printed on it. Through the clear door people could see their pressed, wrinkle-free laundry hanging inside, driving home our message of ‘wrinkle-free washing with the LG Steam Direct Drive’.

Thanks to home delivery and in-store pick ups, our Laundry Bag became a piece of ambient media on the streets, in apartment buildings, hanging on doors and in people's closets. It also became a walking billboard and transit media in delivery van windows.

Results and Effectiveness
15,000 laundry bags were distributed over a three-week period to neighbourhood laundries across Dubai and Abu Dhabi. As people left the laundries with the bags, they became walking billboards helping to raise awareness for the product. The response to the activity resulted in over 500 enquiries for the machine in-store, and the following month, LG recorded an increase in sales of 19% over the monthly average for the category.