LG Promo, Case study THE REAL 3D EXPERIENCE by McCann Bangkok, Weber Shandwick Asia Pacific

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THE REAL 3D EXPERIENCE

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Thailand
Agency McCann Bangkok
Executive Creative Director Supachai Toemtechatpong
Art Director Boonyarit Watim, Ploy Lumthong
Copywriter Prin U-Manetr
Agency Weber Shandwick Asia Pacific
Released September 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: LG ELECTRONICS THAILAND
Product/Service: 3D MOBILE PHONE
Agency: McCANN WORLDGROUP
Agency: WEBER SHANDWICK
Chief Creative Officer: Martin Lee (McCann Worldgroup)
Executive Creative Director: Supachai Toemtechatpong (McCann Worldgroup)
Associate Creative Director: Napapatch Kantasil (McCann Worldgroup)
Copywriter: Prin U-Manetr (McCann Worldgroup)
Art Director: Ploy Lumthong (McCann Worldgroup)
Art Director: Tiabtawan Limijittrakorn (McCann Worldgroup)
Agency Producer: Daotip Sudhisanronakorn (McCann Worldgroup)
Art Director: Boonyarit Watim (McCann Worldgroup)
Digital Strategic Planning Director: Numpol Chantathanakorn (McCann Worldgroup)
Account Director: Doungporn Chardthong (McCann Worldgroup)
Account Manager: Wannaporn Osiriphan (McCann Worldgroup)
Media placement: Online - LG Thailand Fanpage - 30 September 2011
Media placement: Out Of Home - LG LED Billboard - 30 September 2011
Media placement: Ambience - On Ground Troops - 30 September 2011
Summary of the Campaign
LG Thailand wanted to launch the new LG Optimus3D smartphone witha striking idea that would:
- effectively communicate its unique 3D glasses-free innovation;
- help boost popularity for the whole LG Optimus series' smartphones;
- increase brand preference.
We show the audiences how exciting the realistic 3D experience from LG Optimus3D is through the real experience of our campaign volunteers.
The video hit over 400,000 views within a month. The campaign created social buzz and demand for our product among the mass audience, so much that LG Optimus3D smartphone sold out within a month. Revenue generated was at 37,800,000 baht.
The campaign generated free PR and buzz where articles were covered in newspapers, magazines and, most importantly, word of mouth from both target segments and PR across both offline and online media.
We found that more than 500 sites, blogs and social networks were talking about our campaign which could be converted into approximately more than 7,500,000 baht PR value.
The Situation
In today’s intense smartphone market, Thai consumers started to lose contact with LG smartphone since there’re a lot of fancy choices nowadays. We needed to put LG back on track and find a way to draw our fans back again.
The Goal
We want to impress and remind people of the innovation and exceptional experience brought by LG in a way that would create a huge 'social buzz', talk and news.
We knew that today’s audiences consume traditional media less; they’re drawn more to online media and experience marketing. It is a good chance for LG to impress the crowd again since experiential marketing is very new to Thai consumers. LG will be among the first to deliver this kind of experience to the consumer, which makes the idea even more impactful and memorable.
The Strategy
There’s no better way to portray realistic 3D experience than having the audience undergo the moment by themselves. But to work efficiently, we intended to create a buzz effect and demand from the mass audience through the most effective and cost-efficient media, which is the consumers' word-of-mouth. We show how exciting the realistic 3D experience from LG Optimus3D is through our volunteer’s real experience.
Execution
First, we created a one-day event having LG Optimus3D car drifted around BKK hotspots to stir crowd excitement.
Then, we challenged our target who wish to experience the drifting using online media, LG digital-wall and on-ground troops.
The recruited participants were taken on a ride in the car fully wrapped with non-transparent film. During the ride, they were shown the pre-recorded footage through LG Optimus3D smartphone, deceiving them to think they were actually drifting on BKK road with traffic and obstructions.
The participants’ reaction along the ride was captured and spread out as viral videos afterward to illustrate the realistic experience brought by the LG Optimus3D smartphone.
Documented Results
• The video hit over 400,000 views within a month without online media support.
• The effectiveness of this campaign generated free PR and buzz where articles were covered in newspapers, magazines and, most importantly, by word of mouth from both target segments and PR across both offline and online media.
• We found more than 500 sites, blogs and social network were talking about our campaign which converts into more than approximately 7,500,000 baht PR value.
• After the launch, the LG Optimus3D smartphone was sold out within a month; revenue generated was at 37,800,000 Baht.
• The sales growth of LG Optimus series increased over 1,000%, compared to the same period of the previous year.