DONE IN ONE

TitleDONE IN ONE
BrandLG
Product / Service15KG WASHING MACHINE
CategoryC03. Other Consumer Products (including Durable Goods)
EntrantGPY&R Sydney, AUSTRALIA
Entrant Company GPY&R Sydney, AUSTRALIA
Advertising Agency GPY&R Sydney, AUSTRALIA
Media Agency OOH! Sydney, AUSTRALIA

Credits

Name Company Position
Ben Coulson GPY&R ANZ Chief Creative Officer
David Joubert George Patterson Y&R Executive Creative Director
Bart Pawlak George Patterson Y&R Executive Creative Director
Brad Stapleton George Patterson Y&R Art Director
David Barton George Patterson Y&R Copywriter
Elissa Maine George Patterson Y&R Head of Content
Wilbur French George Patterson Y&R Editor
Chris Myers George Patterson Y&R Editor
Jason Williamson Oi Productions Director Of Photography
Amy Luca George Patterson Y&R General Manager
Michaela Lobb George Patterson Y&R Account Manager
Tom Hoskins IdeaWorks Creative Director
Liam Seymour George Patterson Y&R Designer
Nicholas Jacobs George Patterson Y&R Strategic Director
Shanna Gericke VML Senior Producer
Elizabeth Roubekas VML Content Manager
Laura Brealey oOh! Media Creative Services
Lambro Skropidis LG General Manager Marketing
Jennifer Osborne LG Marketing Manager, Home Appliances

Brief Explanation

LG was launching their large capacity 15KG washer in the Australian market. So we created an activation idea that made capacity the major buying point in the category and got people thinking about our LG 15KG washer when they entered the store.

The Brief

Washing machines are a big part of the modern laundry. There are top loaders, front loaders, one’s built for speed and others with great energy efficiency. With the launch of the new LG washer and its massive 15KG capacity, our challenge was to shift the focus away from these benefits and make capacity the key consideration when buying. So we translated 15KG capacity into a language consumers could understand – 71 clothing items done in one wash. Then we set out to prove that it could be done by creating the world’s first ever billboard that was washed in one go.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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 out more about the machine that made it all possible. The result was an outdoor activation and product demonstration, that left the competition hanging out to dry.