| Title | OPTICAL ILLUSION |
| Brand | LG ELECTRONICS |
| Product / Service | LG OPTIMUS BLACK P970 |
| Category | A04. Other Consumer Products |
| Entrant | PUBLICIS WORLDWIDE HONG KONG, HONG KONG |
| Entrant Company: | PUBLICIS WORLDWIDE HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | PUBLICIS WORLDWIDE HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Sue McCusker | Publicis Hong Kong Limited | General Manager |
| Herbert Law | Publicis Modem HK | Associate Account Director |
| Vallois Choi | Publicis Modem HK | Account Manager |
| Howard Kwong | Publicis Modem HK | Web Developer |
| Arash Lowi | Publicis Modem HK | Digital Creative Director |
| Amy Chan | Publicis Modem HK | Associate Creative Director |
| Khan Chung | Publicis Modem HK | Digital Designer |
| Elvis Kwok | Publicis Modem HK | Art Director |
| Joshua Wong | Publicis Hong Kong Limited | Copywriter |
Smart phone users follow trends, but more importantly want to make smarter purchases. The key issue to be overcome was that no matter what facts we gave the target, they believed the perceptual leader was indisputable. The campaign site highlights the truth versus perception. Site vistors discover that LG Optimus Black is better than its competitors both rationally and in an emotionally compelling way. Result was visitors are highly engaged during the experience and majority chose to stay on the site to explore the product features of LG Optimus Black.