OLED BLISS

TitleOLED BLISS
BrandLG DISPLAY
Product / ServiceOLED TV
CategoryA02. Brand or Product Integration into Music Content
EntrantHS AD Seoul, SOUTH KOREA
Idea Creation HS AD Seoul, SOUTH KOREA
Media Placement HS AD Seoul, SOUTH KOREA
Production HS AD Seoul, SOUTH KOREA
Post Production HS AD Seoul, SOUTH KOREA

Credits

Name Company Position
Dongho Kim HS Ad Creative Director
Soonoo Lee HS Ad Art Director
Euijoong Choi HS Ad Account Executive
ChungBin Im HS Ad Account Executive
Gyoungho Kim HS Ad Account Executive
Hyowon Choi HS Ad Account Executive

Background

What else do you consider when you buy a new TV? Design, price, and brand of the manufacturer are important of course, but, the biggest thing you need to care about is the “Display Panel”! With technological advances, various display panels have been launched in the market. Same as other brands, OLED, one of the finest display panels in the world, also introduced itself to the customers mainly with technical terms from the brand's point of view, such as Flicker-Free, Pixel Dimming, Response time, etc. Using professional terms with long explanations could perfectly convey the excellence of technology, however, for customers, it is hard to distinguish and understand the benefits and strength of each panel, since they just all look similar. For these reasons, we wanted to share unique OLED experiences and features through VOC, so that customers can easily understand the benefit and be related emotionally to our brand.

Describe the creative idea

Amid intensifying competition, to become a brand on the top of mind awareness, we departed from conventional display panel marketing, like showing panel structure or experimental videos. Instead, we decided to transform OLED's passion points into emotional touchpoints in the form of music, that is always together in our lives and can elicit people’s emotions. To express the satisfaction that consumers feel through OLED TV, we chose R&B, a music genre loved by all generations around the world and capable of uplifting spirits. We tried to deliver the brilliance of OLED TVs through campaign song’s melodies and lyrics so that OLED can naturally come to mind at the moment people thought about buying a new TV. Additionally, even if LG Display is a B2B brand, we wanted to get closer to our customers, so planned joyful events on social channels, where people can participate in an easy and fun way.

Describe the strategy

Our main strategy was leveraging customers’ voices and experiences. Before selecting the overall campaign theme, we collected OLED-related comments on YouTube expressing excellence and satisfaction of OLED TVs. Also, while exploring VOC, we noticed that people mostly use OLED TV for watching movies and playing games. From these customer insights, we derived the main campaign theme "OLED BLISS", which means ‘OLED gives blissful satisfaction to you’, and planned to film music videos that fantastically capture the OLED-themed campaign song and OLED experiences. The main target of the campaign was global MF1844 who have purchasing power and intention for OLED TV. Also, we used interest targeting at the same time to show movie/game lovers that OLED is a perfect display for home entertainment. Also, we tried to share this blissful campaign with as many people as possible by utilizing music and social platforms, including Spotify, Apple Music, TikTok, Instagram, YouTube.

Describe the execution

For OLED’s first-ever global song campaign, we collaborated with genius R&B singer-songwriter Pink Sweat$, to highlight its world-renowned, premium features. Our dazzling campaign song titled 'I Feel Good', composed by Pink Sweat$ exclusively for OLED, delivers the sense of pure bliss through OLED's eminence with magical lyrics and sweet melody lines. To communicate with customers not only audibly but also visually, we created two commercial films - movie version and game version - in the form of the music video, and these films were executed via global online media (YouTube, Instagram, Facebook) during the campaign period (2021.10.15~2021.11.25). Especially for Instagram, we edited social-optimized vertical versions of them with additional effects and emojis. Since the main purpose of the campaign was to express OLED's passion points with customer’s language, #ShareYourBLISS (comment event), and #DuetYourBLISS (duet reels event) were executed on Instagram to gather and hear additional customers' voices.

Describe the outcome

OLED BLISS campaign earned BLISSful results. During the campaign period, our hero films recorded 35,539,654 views in total, and the official campaign song video uploaded on our campaign ambassador Pink Sweat$’ YouTube account got 420K views with no media budget. Also, globally 70+ articles were created about the campaign song and our blissful music collaboration. On social, 120+ voluntary sharing and recommendations of the song were found, and also ‘I Feel Good’ is still actively used as a BGM of short-form videos created on TikTok and Instagram. These outcomes are showing that we successfully touched customers' emotions. Also, the OLED BLISS campaign created 268K engagement, and with this, OLED’s official YouTube and Instagram account followers were increased 60+% and 17+% each. The number of #ShareYourBLISS and #DuetYourBLISS event participants was more than 5,200, which was about 10 times more than we expected.

Links

Website URL   |   Video URL   |   Video URL