THE REAL 3D EXPERIENCE

TitleTHE REAL 3D EXPERIENCE
BrandLG ELECTRONICS THAILAND
Product / ServiceLG OPTIMUS 3D MOBILE PHONE
CategoryA01. Event & Field Marketing
EntrantMcCANN WORLDGROUP Bangkok, THAILAND
Entrant Company:McCANN WORLDGROUP Bangkok, THAILAND
Sales Promotion/Advertising Agency:McCANN WORLDGROUP Bangkok, THAILAND

Credits

Name Company Position
Martin Lee Mccann Worldgroup Chief Creative Officer
Supachai Toemtechatpong Mccann Worldgroup/Mrm Executive Creative Director
Napapatch Kantasil Mccann Worldgroup/Mrm Associate Creative Director
Prin U-Manetr Mccann Worldgroup/Mrm Copywriter
Tiabtawan Limjittrakorn Mccann Worldgroup/Mrm Art Director
Ploy Lumthong Mccann Worldgroup/Mrm Jr. Art Director
Boonyarit Watim Mccann Worldgroup/Mrm Art Director/Illustrator
Daotip Sudhisanronakorn Mccann Worldgroup/Mrm Agency Producer
Doungporn Chardthong Mccann Worldgroup/Mrm Account Director
Wannaporn Osiriphan Mccann Worldgroup/Mrm Account Manager

The Brief

LG Thailand wanted to launch the new LG Optimus3D smartphone with 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 up 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 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 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.

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 network were talking about our campaign which convert them into approximately more than 7,500,000 Baht PR value.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.

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 visualization. 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.