The Brief

LG needed to promote their large capacity 15KG washer in the Australian market. So we created a direct idea that helped re-define the category around capacity and got people thinking about our LG 15KG washer when they entered the store to buy. Our key direct element was a call to action that directed people to a landing page where they could see the proof of how our idea was made. From there, they were invited to find their nearest store and buy the LG 15KG washer for themselves.

Creative Execution

To launch the new LG 15KG washer, we created a powerful product demonstration using the 71 items of clothing it could wash in one go. The clothes were stitched together to make a 12.66m x 3.35m billboard which went up in a high traffic location near Sydney airport to get dirty. Two weeks later, it was taken down and washed in one go. Then it went back up clean, creating the first billboard that was ‘Done in One’. To get onlookers involved in the story, we directed them to an online hub where they could see how the billboard was made and find their closest store to buy the 15KG washer. The result was an outdoor activation and product demonstration, that left the competition hanging out to dry.

Describe the creative solution to the brief/objective.

The target audience was Australian families who were buying a new washing machine, either because their old one was broken or they wanted an upgrade. They were indifferent towards LG and just wanted a washer that could save them time and energy. Our campaign resonated with this group because it took the 15KG capacity and made it personal, showing how much washing it can handle in one go. For LG, it demonstrated their core philosophy of using technology to make people’s lives easier in a simple and clever way.

Results

During the campaign, over one million people saw our billboard. The conversation and buzz around its unique build helped drive PR and picked up an additional $177,939 worth of earned media. And the best news is that sales of the LG 15KG washer increased by 100%, encouraging LG in Brazil and Singapore to pick up the idea too.