Results and Effectiveness

3,228 movie audience members were reached. From post-event survey, - 61% enjoyed the show. - 54% said the show was distinctively different from other phone campaigns. - 56% said they will consider purchasing the LG Mini as a result of the experience. - Nearly half said the show motivated them to share something about the brand with their friends or families. US$270K of PR value was created by blogger participation (reporting on the theatre event to their readers). There were 14,209 views across 21 online forums following the presentation at the theatre.

Creative Execution

The TVC communication was extended to a real-life situation in a movie theatre. Our spot was broadcast before the movie started. During the commercial, the house lights were turned on and local celebrity Zac Koo popped up from his seat. The celebrity would then engage the audience by looking for the lucky winner of a phone, who had been secretly putpocketd before the show. In addition, actors had been placed in the audience to help generate excitement as people searched for the mystery person who had been putpocketed. There was enthusiastic and playful audience response, with people looking under their seats for phones, taking photos and clapping wildly when the winner was revealed – by his LG Mini ringing in his pocket.

Insights, Strategy and the Idea

In launching the new LG Mini in Hong Kong, the challenge was to demonstrate the small size and multiple functions of the device in a fun and engaging manner. The idea was to give consumers an unexpected experience to stimulate interest and make the product relatable to their own lives. A regional TVC was created in which a putpocketer secretly placed an LG Mini into a pedestrian’s pocket on the street. The unsuspecting consumer only discovered the phone when it rang. The strategy was to give the consumer a direct experience which they could easily share with friends on Internet social networks, such as Facebook and Weibo, the two most popular social networks in Hong Kong.