EXHIBITION OF CULTURAL HERITAGE REVISITED

TitleEXHIBITION OF CULTURAL HERITAGE REVISITED
BrandLG ELECTRONICS
Product / ServiceLG OLED TV
CategoryE01. Integrated Campaign led by Promo & Activation
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA

Credits

Name Company Position
LEE HYUNJONG HS Ad Creative Group Head
SHIN BYONGJAE HS Ad ACCONT MANNAGER
PARK INHO HS Ad Creative Director
KIM MEESUN HS Ad Copywriter
SHIM EUISEOP HS Ad CHIEF COPYWRITER
NA YUNKYONG HS Ad Copywriter
JANG SEONGMIN HS Ad Associate Creative Director
KIM HYUNGBAE HS Ad Art Director
SONG HACHEOL HS Ad Art Director
PARK YOUNGHWAN HS Ad ACCONT DIRECTOR
JUNG YOUNGSEOK HS Ad Account Manager
KIM JANGHAN HS Ad Account Executive

The Campaign

The idea came from 2 factors. First, OLED is technology can display the same wiht origin. Second, Korean people want to meet lost cultural heritages in around the world. Although the return of lost treasures from the age of colonization is essentially impossible, LG OLED TV in cooperation with the public broadcasting station, KBS and the National Cultural Heritage Administration, brought back hyper-realistic imagery of Korean artifacts currently residing in museums around the world. Stereoscopic 3-dimensional videos of these artifacts were exhibited in our homeland on the lifelike displays of LG OLED TVs.

Creative Execution

(1) LG OLED TV together with the public broadcasting station, KBS and the national Cultural Heritage Administration combined their efforts to film Korean cultural artifacts residing in museums around the world.(France, United Kingdom, Russia, Germany, United States of America, Canada, Japan) (2) 2015 October 28th to December 27th <National Palace Museum of Korea & Geunjeongjeon Hall of Gyeongbok Palace> : These artifacts were exhibited at museums in Korea in digital form. They returned from overseas countries, through the astonishingly life like stereoscopic 3-dimensional images displayed on LG OLED TVs. (3) TV News, 1 documentary program and 11 documentary episodes about these artifacts were produced and aired by KBS.

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

Post-exhibition, LG OLED TVs experienced a 50% boost in sales. This bolstered its image as the people’s brand. KBS tv subsequently produced 11 documentaries on the history of each of the artifacts. Through other activities in various media, 2 million Koreans were able to retrace their nation’s heritage once more.

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

LG OLED TV together with the public broadcasting station, KBS and the national Cultural Heritage Administration combined their efforts to film Korean cultural artifacts residing in museums around the world.(France, United Kingdom, Russia, Germany, United States of America, Canada, Japan) and 2015 October 28th to December 27th <National Palace Museum of Korea & Geunjeongjeon Hall of Gyeongbok Palace> : These artifacts were exhibited at museums in Korea in digital form. They returned from overseas countries, through the astonishingly life like stereoscopic 3-dimensional images displayed on LG OLED TVs.

Experiencing hyper-realistic of Korean artifacts on LG OLED TV, people may realize high quality of LG OLED TV and importance of Korean heritage.