LG Werbung THE REAL 3D EXPERIENCE McCann Bangkok

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THE REAL 3D EXPERIENCE

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Branche Handys
Medien Werbung / PR
Markt Thailand
Agentur McCann Bangkok
Associate Creative Director Napapatch Kantasil Ltd.
Executive Creative Director Supachai Toemtechatpong
Art Director Tiabtawan Limjittrakorn, Ploy Lumthong
Copywriter Prin U-Manetr
Veröffentlicht September 2011

Belohnungen

AD STARS 2013
Integrated Electronics/IT/Office Equipments Crystal

Kredite und Beschreibung

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: LG ELECTRONICS THAILAND
Product/Service: LG OPTIMUS 3D MOBILE PHONE
Agency: McCANN WORLDGROUP
Chief Creative Officer: Martin Lee (McCann Worldgroup)
Executive Creative Director: Supachai Toemtechatpong (McCann Worldgroup)
Associate Creative Director: Napapatch Kantasil (McCann Worldgroup)
Art Director: Tiabtawan Limjittrakorn (McCann Worldgroup)
Art Director: Ploy Lumthong (McCann Worldgroup)
Art Director/Illustrator: Boonyarit Watim (McCann Worldgroup)
Agency Producer: Daotip Sudhisanronakorn (McCann Worldgroup)
Digital Strategic Planning Director: Numpol Chantathanakorn (McCann Worldgroup)
Account Director: Doungporn Chardthong (McCann Worldgroup)
Account Manager: Wannaporn Osiriphan (McCann Worldgroup)
Copywriter: Prin U-Manetr (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
Describe the objective of the promotion.
LG Thailand wanted to launch the new LG Optimus3D smartphone with a striking idea that would capture people’s interest and communicate its unique 3D glasses-free innovation. Because of this unique selling point, the client also hoped that this launch would help boost popularity for the whole LG Optimus series smartphone.
We knew that traditional TVC would not be enough to attract our target audience who has an innovative mind. Thus, we came up with the strategy to astonish our target and the crowd with the incredibly realistic experience through our phone.
Describe how the promotion developed from concept to implementation.
We created a one-day event where an LG Optimus3D car drifted around BKK hotspots to stir crowd excitement. Then, we challenged our target who wish to experience the drifting using on-ground troops, out-of-home and online media. The 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 was captured and spread out as viral videos afterward to illustrate the realistic experience brought by LG Optimus3D smartphone.
Explain why the method of promotion was most relevant to the product or service.
LG Optimus3D smartphone offers an exceptional 3D innovation that was designed to enhance user’s joy of the thrilling realistic visualisation. There’s no better way to portray realistic experience than having the audience actually undergo that very moment by themselves. We designed the campaign execution to directly depict the product benefit, which is 3D experience that feels unbelievably real.
Besides, in Thailand, there was scarcely any brand had done an experiential campaign before. Since LG is among the first to deliver this experience to consumers, it reflects the innovative mind of the brand and makes the idea very impactful and memorable.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The video hit over 400,000 views within a month.
The effectiveness of this campaign generated free PR and buzz where articles were covered in newspapers, magazines and word of mouth from both target segments and PR across both offline and online media.
More than 500 sites, blogs and social networks were talking about our campaign which converted them into more than approximately 7.5m baht PR value.
LG Optimus3D smartphone was sold out within a month. Revenue generated was at 37.8m baht.
The sales growth of LG Optimus series increased over 1,000%, compared to the same period of the previous year.