A NIGHTMARE IN THE CORNER

TitleA NIGHTMARE IN THE CORNER
ClientLG ELECTRONICS
Product / ServiceHOM-BOT SQUUARE ROBOT VACUUM CLEANNER
EntrantHS AD Seoul, SOUTH KOREA
Entrant Company HS AD Seoul, SOUTH KOREA
Advertising Agency HS AD Seoul, SOUTH KOREA

The Campaign

Our mission for this project was simple but challenging: make the brand story memorable for our target audience for a better recognition of the brand new LG vacuum cleaner, which is named Hom-bot square. So, we came up with a horror story that is depicted from the dust’s point of view- the LG vacumm cleaner has become the monster to the victims- the dust. Another challenge was to launch this campaign effectively in six different countries with low budget. So, we decided to go beyond TV and create a dynamic brand contents in popular digital media such as YouTube and Facebook. Also, we used the online digital media to drive our audience into offline launching event.

Success of the Campaign

We created a unique storytelling through these friendly characters to help viewers to fully engage with our new campaign. In two months, over 6 million people viewed the viral video. About 23 thousand people visited on Facebook, and participated the online game over 60 thousand times. Moreover, the most successful offline event was held in Paris at Centre Pompidou where more than 3,000 people participated to this event, and about 300 people challenged to compete against each other in the final game event. Finally, through this campaign, LG's vacuum cleaner sales had increased by 91 percent compared to same time previous year.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign started from the viral film which drove the users to the Hom-bot microsite. On the microsite, users were able to navigate through the behind story of each dust character and check out their images- the viewers were fully engaged to the branded content. The microsite also offered an online game for the users to play and compete with their friends. The highest scored players were invited to offline launching events to compete against each other in the finals. Promoting items also branded with the dust characters such as sales booths, package catalogues and merchandise items.

Credits

Name Company Position
Hong-Suk Oh E2 Sound Sound Designer
Young-Sik Byun Delpic Design Studio Vfx Supervisor
Yang-Ho Lee Golilla Senior Executive Producer
Dong-Wook Han Golilla Director
Su-Bin Min Hsad Senior Integrated Producer
Hyuk-Joon Sohn Hsad Digital Director
Prior Stephen Graham Hsad Creative Director
Hyo-Jin Kim Hsad Director Of Integrated Production
Hyun-Ju Heo Hsad Copywriter
Geun-Young Lim Hsad Art Director
Jung-Myoung Son Hsad Art Director
Suk-Ja Shin Hsad Creative Director
Young-Do Kim Hsad Agency Account Director
Young-Jin Yoon Hsad Executive Creative Director
Bo Hwang Hsad Chief Creative Officer