LG Promo, Case study LIFE IN A DAY by Mindshare London

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market United Kingdom
Agency Mindshare London
Director Lyndon Morant, Heather Dawson, Adam O’Neill, Rebecca Rowntree
Released July 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: LG
Date of First Appearance: Jul 7 2010
Entrant Company: MINDSHARE, London, UNITED KINGDOM
Director: Lyndon Morant (MINDSHARE)
Director: Heather Dawson (MINDSHARE)
Manager: Emily Turner (MINDSHARE)
Media Executive: Massimo Sparvoli (MINDSHARE)
Director: Adam O’Neill (MINDSHARE)
Partner: Rob Hughes (MINDSHARE)
Director: Rebecca Rowntree (MINDSHARE)
Media placement: Digital Display Banners - YouTube - 07 July 2010

Insights, Strategy & the Idea
LG’s advertising has successfully focused on their products' stylish design, reliability and smart technology.

But LG needed to emphasize their brand difference: for LG, “Life’s Good” is much more than a tagline.

Because life's better with technology.

Technology brings humanity closer together, makes us more curious about the world around us, enriches our lives and enables us to share our diverse perspectives and experiences.

We had to demonstrate these truths, so that our digitally connected audience (everyone!) would experience LG’s philosophy for themselves.

YouTube wanted to celebrate their place in the world - only they capture the world’s hopes, dreams and aspirations - they suggested capturing a snapshot of the world in one day.

LG enabled, honed, promoted and magnified the project.

Together, we called it "Life in a Day".

Creative Execution
LG drove participation in the project: delivering 3 billion impressions inviting and inspiring the world to participate.

Alongside this, LG was the first ever brand to be linked from Google's homepages across the world. And this took place for 3 days.

We ensured on-going engagement, making sure all uploads were tagged “emotionally” and “geographically”. Positive submissions were showcased to the Life in a Day community via an interactive “Life’s Good” gallery.

World-renowned film makers, Kevin MacDonald and Ridley Scott made a 90 minute feature film from all of the individual stories. It premiered simultaneously at Sundance Film Festival and on YouTube. A film, as the credits state, "Made possible by LG".

The Life in a Day project remains live - and still provoking lively debate- to this day, showcasing our shared humanity while celebrating our diversity.

A living demonstration of how technology can unite us emotionally.

Results and Effectiveness
The Life in a Day project attracted over 80,000 submissions with 5,000 hours of footage from 197 countries: eight times our projections.

The Life in a Day channel has attracted 38 million views... so far.

The partnership has delivered $10m in media value - a four-fold return on investment.

Online buzz tracking shows a huge increase in emotional engagement: 63% of online mentions of LG in conjunction with Life in a Day are positive, compared to a benchmark of 31%.