LG ROBOKING
| Title | LG ROBOKING |
| Brand | LG ELECTRONICS |
| Product / Service | ROBOT VACUUM CLEANERS |
| Category | A02. Durable Consumer Goods |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Idea Creation | HS AD Seoul, SOUTH KOREA |
| Production | PIXEL Seoul, SOUTH KOREA |
Credits
| Name | Company | Position |
|---|---|---|
| Yoo Ran Woo | HS Ad | Executive Creative Director |
| Sung Taek Yoo | HS Ad | Account Manager |
| Yun Ina Park | HS Ad | Account Manager |
| Chae Kyung Kim | HS Ad | Account Executive |
| Sun Bin Woo | HS Ad | Account Executive |
| Myeong Joong Kim | Pixel | Creative Director |
| Chang Jae Lee | Pixel | Copywriter |
| Woo Hyuc Lee | HS Ad | Account Executive |
The Campaign
- A smart robotic vacuum cleaner challenging for extreme cleaning that has not been touched by humans.
Creative Execution
- Addition of extreme elements to increase public attention to contents and make them a hot issue. - Cleaning of Korea’s landmark Namsan Seoul Tower that has not been cleaned for forty years. - Inducing search after viewing through the use of Naver brand search. (increased quality) - Linking events with the major social network Facebook to increase sharing of the video and spread events.
- Recording 31,025,799 online views. - Voluntary views in Youtube reaching over 460,000. - Online keyword advertisement exposure increasing by 92% compared to last year. - Revenue increasing by 18% and increased TOM awareness. - LG Roboking, Silver Prize in the 2016 Effie Korea Awards.
- LG Roboking possessing smart cleaning capabilities. (dual eye, corner mastering, and floor mastering systems) - Planning a testimonial advertising in which customers can direct and indirect cleaning experiences instead of the conveyance of simple brand messages. - Through this, strengthening the leading perception that “robotic vacuum cleaners are Roboking” centered on cleaning performance.