| Title | THE COOLEST CHEERING IN THE WORLD |
| Brand | LG ELECTRONICS |
| Product / Service | HOME APPLIANCE |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Idea Creation | HS AD Seoul, SOUTH KOREA |
| Media Placement | HS AD Seoul, SOUTH KOREA |
| Production | HS AD Seoul, SOUTH KOREA |
| 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 |
| Chae Kyung Kim | HS Ad | Account Executive |
| Woo Hyuc Lee | HS Ad | Account Executive |
| Su Bin You | HS Ad | Account Executive |
| Chang Jae Lee | Pixel | Copywriter |
The campaign name is 'the Coolest cheering in the world.' We cheered up the Girls Middle School Soccer Team and National Women's Ice Hockey Team. It connected to the products' benefit that is having a ice dispenser on the refrigerator.
We proceeded on the campaign during two seasons; summer and winter. We spread out the campaign through online campaign. The more video views increased, the more middle school soccer team can receive the LG refrigerator. So people can cheer the middle school soccer team through participating on the online campaign.
-Campaign video recorded 10.05 million views. -47,156 people participated in the event. -Year-on-year queries increased 700% -65 online articles and 25 SNS postings went viral.
LG ice and dispenser refrigerator campaign is a integrated campaign. We are advertising through the online media.(Youtube, broadcasting contents ad, facebook, e-commerce online media)
Taking advantage of LG's positive image, implement a campaign for good deeds for those who need a water and ice dispenser refrigerator more than just a regular refrigerator; Girls Middle School Soccer Team and National Women's Ice Hockey Team.