9 COOKING CHALLENGE

Title9 COOKING CHALLENGE
BrandLG ELECTRONICS
Product / ServiceLG DIOS LIGHT WAVE OVEN
CategoryB04. Durable Consumer Goods
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
Idea Creation 2 PIXEL Seoul, SOUTH KOREA
Media Placement HS AD Seoul, SOUTH KOREA
Production PIXEL Seoul, SOUTH KOREA

Credits

Name Company Position
Yoo Ran Woo HS Ad Executive Creative Director
Myeong Joong Kim Pixel Creative Director
Sung Taek Yoo HS Ad Account Manager
Yun Ina Park HS Ad Account Manager
Sun Bin Woo HS Ad Account Executive
Chang Jae Lee Pixel Copywriter
Sun Geun Lee Pixel Copywriter

Brief Explanation

Difficulty of target expansion due to psychological barriers thinking ovens are expensive, inconvenient. Inexpensive small-sized cookware comes in as a substitute, and competitors' search queries exceed our company's, and there is an absence of brand link called 'light wave oven = LG DIOS Wave Oven'. Reducing consumer barriers and expanding the market by redefining with "Kitchen necessities that is wanted to be used everyday" And 9 in 1 function highlighted to assemble nine unorganized little cookware on the table all at once. Developing a key message that enforces consumers to buy products "Every dish in the world, with one light wave oven." A video that specify prepares the inconvenience and inorganization of the substitute cookware and the convenience of the light wave oven. Performing a mission by directly competing 9 kinds of the fast delicious cooking courses. So, we produced five targeted oven recipe video clips in video magazine format.

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