Title | DONE IN ONE |
Brand | LG |
Product / Service | 15KG WASHING MACHINE |
Category | C03. Other Consumer Products (including Durable Goods) |
Entrant | GPY&R Sydney, AUSTRALIA |
Entrant Company | GPY&R Sydney, AUSTRALIA |
Advertising Agency | GPY&R Sydney, AUSTRALIA |
Media Agency | OOH! Sydney, AUSTRALIA |
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 |
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.
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.
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.
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.