LG Electronics Overview

The client asked us to increase TV sales. While researching and brainstorming, our team identified the power of TV in the middle of the 20th century, which gathered millions of people with common interests like nothing before it. The TV is a medium that triggers imagination, develops curiosity, inspires education, and brings people from different backgrounds and beliefs together.

Which led us to an opportunity:

Get people to come back to the TV (specifically LG)

THE THINK TANK -KEY FINDINGS

 The internet has created echo chambers

-Idealists thought that the internet was a space for different people to share different ideas. However, it has created echo chambers, where people alike come together and share similar ideas. So far 2016 has marked the high point of this echo-chamber trend.

-Our innate desire to form bonds with one another means we’re still drawn to connect.

Competitive Industry, but LG has positioned itself as a Lifestyle brand that brings additional comfort and fun to people’s lives.

-This is a highly saturated and competitive industry with big players. Brands such as Samsung and Sony are solely focusing their brands on the technology aspect, whereas LG has made a stance to update its brand identity to a Lifestyle brand (“Life’s Good”), bringing additional comfort and fun to people’s lives.

Serious Watchers- We’re spending more time connecting over content (series, movies, sports, live events, video games) than ever before, turning to online experiences over offline, physical experiences.

-We're spending less time physically watching TV together. 

-The second screen comes first - consumers are increasingly turning their attention to mobile devices

Insight

We’ve never connected more with one another over content, while at the same time consuming more content separately.

Strategy

LG amplifies the unexpected ways TV gathers us!

Life Is Better Together

Partner with an OTT (e.g., Netflix, Hulu, HBO) to find different people who happen to watch the same show. We’ll bring them together for a premiere, where we'll create identical LG living room (ex-amphitheater) viewing parties in different locations worldwide to allow people to actually sit and watch together around live events or premieres.

Encourage people to make their own viewing parties and share their moments online.

We’ll also create a “global algorithm” that allows people to share the shows they watch with others.

The BRAINS behind the campaign:

STRATEGISTS: Henry Hayes + Enrique Garcia Thompson