With both TVs representing a major leap forward in picture and sound quality, we agreed that the campaign should be driven by a powerful call to action, one that would instantly align LG’s new TVs with the world of cinema:

BRING CINEMA HOME

A fully integrated campaign was developed across Experiential, ATL, Experiential, PR, Digital and Social, highlighting the cinematic qualities of the new TV range.

The campaign launched in Sydney’s CBD with the #LGHomeCinema, a highly realistic pop-up cinema offering a red carpet experience for visitors.

Social posts drummed up excitement encouraging people to pay the #LGHomeCinema a visit. Screenings drew attention to the cinematic performance built into the TVs while Ushers handed out popcorn and flyers and directed people to their seats. During the experience a film crew captured the surprise and excitement on viewer’s faces. Their candid, unscripted responses were filmed in preparation for the ATL campaign.

We launched in Sydney’s World Square, with a highly entertaining pop-up cinema experience, fitted with red cinema seats and the latest LG TVs and Soundbars. Inside consumers had the chance to watch a short video showcasing the cinematic qualities of the new TV range.

No trick was missed when it came to exploding the campaign out online. All participants were professionally photographed and interviewed against a themed media wall and the pictures and videos shared across Facebook, Twitter, Instagram, YouTube and Snapchat. Flyers also encouraged visitors to snap and share their own pictures for a chance of winning a LG Home Cinema package.

With it’s strong and consistent ‘BRING CINEMA HOME’ message appearing on

everything from OOH, digital, retailer websites to in-store POS, Australians encountering the campaign were left in no doubt that buying a new LG TV is the closest thing to having a cinema experience in the home.

The campaign proved to be an unprecedented success both in terms of participation and the level of engagement. Results for social media channels proved to be particularly impressive with over 25.8% of the Australian population interacting with the campaign. The competition also provoked a sharp rise in likes, shares and comments with LG’s Instagram page experiencing a staggering 551% increase in followers and 332% increase in brand engagement.

By the end of July LG’s Home Entertainment website saw a 247% increase in page views while VTR of the campaign Online Video achieved 93% completed views – 25% above industry standard. And when that converted to actual sales, we saw a 183% increase in sales of OLED TVs and a 315% increase in the sales of SUPER UHD TVs.

The impact on business has been phenomenal. Since we launched the campaign, perceptions have noticeably shifted towards the LG brand.