LG - BRING CINEMA HOME
We were briefed by LG to develop a high impact through-the-line campaign challenging Australians to experiencethe cinematic performance of their two top of the range TVs – OLED and SUPER UHD. Going against big rival brands such as Samsung and Sony, LG needed an innovative and motivating communication strategy to both challenge and educate the consumer in an entertaining way.
Most of the leading TV manufacturers traditionally build big budget campaigns around design features (flat or curved screens) or new technology (advancements in colour, contrast and sound). In this highly competitive arena we wanted to focus on a simple, easy to grasp benefit of OLED and SUPER UHD TVs – that they bring a spectacular and truly cinematic experience to the home.
Our strategy was to create a unifying message and launch experience that would feel genuinely fresh and engage large numbers of people in the real world and online.
We created a call to action; BRING CINEMA HOME and developed a campaign that would align LG TVs with genuine cinematic experiences.
To achieve this, we designed a full size, highly realistic pop-up cinema with authentic seating and signage. The cinema was then built in Sydney’s World Square and its arrival announced via social media channels.
In addition to the cinema, we hired a promo team dressed as ushers to hand out popcorn and flyers and direct people to their seats. We created a short edited film sequence to focus the audience’s attention on the cinematic qualities of the OLED or SUPER UHD TV they were viewing. After each performance, their candid, unscripted responses were filmed for content and a TV campaign. We also ran a competition encouraging people to share video and images on Facebook, Instagram, YouTube and Snapchat.