Why is this work relevant for Brand Experience & Activation?

The LG Healthy Home in Metaverse campaign was designed to allow new generation to experience LG Electronics' health care home appliances on the Metaverse platform. The “LG Healthy Home” virtual space has been implemented in the popular game Fortnite and Animal Crossing. LG health care home appliances were deployed in the virtual space and game rule was set for gamers to experience the benefit of product in fun way. We conducted an integrated campaign to promote consumers to access games through various game media such as Twitch, deliver brand experiences within game, and to boost consumers to create secondary content.

Background

Since the outbreak of the COVID-19 pandemic in 2020, LG Electronics has been continuously communicating by positioning as ‘Health care home appliances’ in line with the needs of consumer who have increased their health concerns. In 2021, as health concerns continued due to the continued pandemic situation and positive WOMs for returning to daily life due to the spread of vaccines, a new way of brand experience was needed for consumers tired of continuous Covid-related marketing while communicating on health care appliances. In particular, it was intended to build a brand image unique to LG home appliances and to refresh the brand for New Generation, which is difficult to think of a specific image for LG home appliances and thinks of it as an old image compared to its competitors.

Describe the creative idea (20% of vote)

We implemented LG Healthy Home Map in Metaverse platform, which consumers use as their playground, and allowed them to experience LG’s health care home appliances and LG brand as game play. Breaking away from the existing one-sided communication of the home appliance industry, We went directly to the consumer's playground, and redesigned the branding way focusing the perspective of a customer experience rather than the products. Consumers admire the unique design by looking at LG air purifiers designed with hats and water purifiers designed with waterfalls in Animal Crossing, and at Fortnite, they were able to recover their character’s health with healthy food items from LG refrigerators. In addition, just by completing the game play in a LG Healthy Home map, it was also possible to participate in donations to build houses for people in need of healthy homes in reality, thereby giving good motivation for brand experiences.

Describe the strategy (20% of vote)

We created LG's own space within each game. Although there were limitations in implementing maps in each game, we created LG's health care home appliances through original ideas and utilizing the in-game elements. In Animal Crossing, LG Home Island was created and three concepts were prepared: clothing care maze to experience the clean clothing care process, kitchen zone full of fresh ingredients, and air solution zone to meet clean air, allowing consumers to experience the value of LG products as pleasant experience. In Fortnite, the LG map is also implemented including home appliances at home and Habitat zone that was being completed according to the number of participating plays. In order to attract consumers to games, guide video advertisements, game influencer, and gamers' media channels were used, and many original game users voluntarily played the LG brand map as consumers' voluntary SNS authentication contents and influencer own events spread.

Describe the execution (30% of vote)

We created LG's own space within each game. Although there were limitations in implementing maps in each game, we implemented LG's health care home appliances that did not exist in the game through original ideas and utilizing that could be used in the game. In Animal crossing, the map was consisted of the Clothing Care Zone where consumer can enjoy maze exploration and look at LG washer, dryer, and styler, the Kitchen Home Appliance zone where collecting fresh fruits and fish, and the Air Solution Zone where relaxing with LG air conditioners and air purifiers, and even including the Habitat zone for identification gamer’s participation in CSR. In Fortnite, the LG map is also implemented including home appliances at home, and the donation participation was felt through the Habitat home that was being completed according to the number of participating plays.

List the results (30% of vote)

Through this project, LG Electronics was able to communicate with New generation. About 3,000 game plays were participated in Animal Crossing and 55,000 game plays in Fortnite. In other words, a total of more than 58,000 consumers experienced the value of LG health care appliances through virtual space. In addition, more than 400 SNS uploads for identifying the participation occurred and online WOMs spread through secondary content by consumers. And a number of video contents, live streaming and SNS posts were created by famous gaming influencers. In the case of Fortnite, our LG brand map was exposed to the trending section showing real-time popular maps in the game, resulting in an explosive response of about 20,000 participation in a day. In result, LG Electronics could donate to Habitat Korea about $200K to support for providing homes for the housing vulnerable in Vietnam, Kenya and India.