The Campaign

LG Thailand wanted to launch the new LG Optimus3D smartphone with striking idea that would: - effectively communicate its unique 3D glasses-free innovation - help boost up popularity for the whole LG Optimus series smartphone and - increase brand preference, too. We show the audiences how exciting the realistic 3D experience from LG Optimus3D could be through the real experience of our campaign volunteers. The video hit over 400,000 views within a month. The campaign created social buzz and demand for our product among mass audience so much that LG Optimus3D smartphone sold out within a month. Revenue generated was at 37,800,000 Baht. The campaign generated free PR and buzz where articles were covered in newspapers, magazines and most importantly, word of mouth from both target segments and PR across both offline and online media. We found that more than 500 sites, blogs and social network were talking about our campaign which could be converted into approximately more than 7,500,000 baht PR value.

The Brief

We want to impress and remind people of the innovation and exceptional experience brought by LG in a way that would create huge 'social buzz', talk and news. We knew that today's audiences consume traditional media less. But they're drawn more to online media an experience marketing. It is a good chance for LG to impress the croed again since experiential marketing is very new to Thai consumers. LG will be among the first to deliver this kind of experience to the consumer, which makes the idea even more impactful and memorable.

Results

The video hit over 400,000 views within a month without online media support. The effectiveness of this campaign generated free PR and buzz where articles were covered in newspapers, magazines and most importantly, word of mouth from both target segments and PR across both offline and online media. We found more than 500 sites, blogs and social network were talking about our campaign which we could convert them into more than approximately 7,500,000 baht PR value. After the launch, LG Optimus3D smartphone was sold out within a month. Revenue generated was at 37,800,000 Baht. The sales growth of LG Optimus series increased over 1,000%, compared to the same period of the previous year.

Execution

First, we created one-day event having LG Optimus3D car drifted around BKK hotspots to stir crowd excitement. Then, we challenged our target who wish to experience the drifting using online media, LG digital-wall and on-ground troops. The recruited 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 along the ride was captured and spread out as viral videos afterward to illustrate the realistic experience brought by LG Optimus3D smartphone.

The Situation

In today's intense smartphone market, Thai consumers started to lose contact with LG smartphone since there're a lot of fancy choices nowadays. We needed to put LG back on track and find a way to draw our fans back again.

The Strategy

There's no better way to portray realistic 3D experience than having the audience undergo the moment by themselves. But to work efficiently, we intend to create buzz effect and demand for mass audience through the most effective and cost-efficient media, which is consumer's word-of-mouth. We show how exciting the realistic 3D experience from LG Optimus3D could be through our volunteer's real experience.