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Industry TV
Media Promo & PR
Market United Arab Emirates
Agency Y&R Dubai
Creative Director Wilbur D'costa, Komal Bedi Sohal
Art Director Shahir Zag, Daniel Botezatu (Litematter)
Copywriter Amit Kapoor
Account Supervisor Daymonde Marks
Released December 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: BORDERLESS TV
Agency: Y&R DUBAI
Date of First Appearance: Dec 15 2009 12:00AM
Entry URL: http://www.liveborderless.net/awards/
Chief Creative Officer: Shahir Zag (Y&R Dubai)
Executive Creative Director: Komal Bedi Sohal (Y&R Dubai)
Creative Director: Shahir Zag (Y&R Dubai)
Creative Director: Komal Bedi Sohal (Y&R Dubai)
Creative Director: Wilbur D'Costa (Y&R Dubai)
Creative Director: Amit Kapoor (Y&R DubaiY)
Copywriter: Shahir Zag (Y&R Dubai)
Copywriter: Amit Kapoor (Y&R Dubai)
Art Director: Shahir Zag (Y&R Dubai)
Art Director: Daniel Botezatu (Y&R Dubai)
Head Of Planning: Nadine Ghossoub (Y&R Dubai)
Agency Producer: Wilbur D'Costa (Y&R Dubai)
Account Supervisor: Daymonde Marks (Y&R Dubai)
Account Manager: Uday Desai (Y&R Dubai)
Account Executive: George Ninan (Y&R Dubai)
Manager - TV Division: James Kim (LG Electronics)
Media placement: Viral Online Videos - 4 Videos - Online - 15 December 2009
Media placement: OOH - 5 Executions - Mupis/Posters/Billboards - 15 December 2009
Media placement: Print - 6 Executions - Magazine/Newspapers - 15 December 2009
Media placement: Social Media - Facebook/Twitter/Blogsites - 15 December 2009
Media placement: Online Banners - Websites - 15 December 2009

Describe the objective of the promotion.
The brief was to create awareness around LG's new range of borderless LCD TVs across the region. LG is a well known and trusted brand in the region and has gained popularity amongst the young Arab consumer over the years through its unique & innovative range of products.

Describe how the promotion developed from concept to implementation
We created a regional competition where participants could get a chance to win unlimited business class tickets to any number of destinations to be used within 80 days with $100,000 spending cash. All they needed to do was upload their video or written entries on an interactive website and share their idea of living borderless. We launched the competition through an online viral video driving people towards the live borderless website for registration. The campaign was also supported through print, outdoor, and cinema. With the help of social media and online banners we reached out to the entire region and more.

Describe the success of the promotion with both client and consumer including some quantifiable results
Within 8 weeks, the viral video garnered over 2 million online views (700,000+ on YouTube alone. In the first 4 weeks, the video had 10 honours including #2 most viewed and #4 top rated in the entertainment category on YouTube.), 715,613 unique visits to the website, 62,071 registrations, 15,678 video uploads, 3,445 facebook fans, over 1000 blog posts and millions of Dirhams worth of free press, making it the most successful online competition in the region ever.

Explain why the method of promotion was most relevant to the product or service
Our consumers are always seeking ways to enrich their lives with new and authentic experiences, connecting with the world and the people around them. By using LG's global platform 'Live Borderless', we created a competition that inspired our audiences and engaged them in a truly borderless experience.