Execution

LG Thailand wanted to launch the new LG Optimus3D smartphone with striking idea that would capture people's attention and communicate its unique 3D glasses-free innovation. The product was designed to enhance user's joy of the thrilling realistic visualization. We knew that traditional TVC would not be enough to attract our target audience who has an innovative mind. There's no better way to portray realistic 3D experience than having the audience undergo the moment by themselves. So, instead of spending on excessively expensive airtime, we created one-day event having LG Optimus3D car drifted around BKK hotspots to stir crowd excitement. Then, we challenged our target 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.