LG has always been an innovator brand launching new products and using technology at its best. Their new range of OLED AI ThinQ series was a step forward transcending the LED technology, and with AI and Google Assistant it was poised to revolutionize the Indian consumer’s homes.
The client wanted to create new-age appeal and way into the millennial heart and mind, drive awareness and sales for this range of TVs.
Our team knew this was a great product but at that same time, was also aware of the clutter a technology feature in the crowded TV market, can cause in the consumer’s mind.
It was important to understand how this was being appreciated into a consumer benefit and the team analyzed over 300 consumer reviews in the India lg.com website. While mapping consumer insights and affinities we discovered travel was an important desire in the consumers mind. The promise of being able to meet loved ones was a strong insight which led us crafting a sales promotion campaign that had travel rewards in the form of air tickets, at its centre being offered to consumers with purchase of Panasonic products.
The campaign succeeded in creating a new association with the brand and drive sales.