Situation:

Due to withdrawal from smartphone business in the market, LG Electronics has faced decrease in its brand TOM(Top of Mind) among Gen Zers, who are considered as future potential customers. There need to be a way to communicate and create strong bonding with them for future business.

Brief:

Goal was to create a a brand space of LG Electronics, where Gen Zers can freely visit and do fun activities that are instagrammable. Creating viral both in online and offline. Even connecting to sales through product experience.

Objectives:

1. Viral impressions above 50k within 3 months

2. Customer retention above 10% (signing in LGE.com)

3. Increase in visit rate and sales

When it comes to 'routine,' unlike other countries around the world, South Korea has a different definition for the word. "An efficient method to be more skillful to outperform others."

Thus, LG Electronics, as a brand that reflects "Life's Good" in their products and services,

transformed one of major LG stores into a place like 'PLAYGROUND' full of enjoyable routines that could be done with 220v(LG Electronics) for those who have felt the society as a 'BATTLEGROUND.'

Our target was speicifically narrowed down to Gen-Z, who are considered as future potential customers for LG Electronics. By using mobile DMP data, we have specified a location for the project, considering their accesablility. And transformed one of LG stores that was located in the major part of Seoul city.

For effective communication, we have created our own crew members called "Routine mates" to constantly socialize with Gen Z through social medias and offline space. Considering that the target thesedays tend to avoid brand-owned channel messages or contents, we avoided talking about the brand, but cared and consulted about their situation and the burden they have to go threw. We have redefined the meaning of routine through routine programs prepared in our place.

Our project, 'GROUND220,' was unveiled at 15th december 2023, and it is still live. Routine programs such as regular classes, daily routine guides, community sessions are always active for customers, and LG products are rent for free whilst doing routines in the space.

In order to enjoy routines in our space, customers just need to sign in our supportive mobile website, which you can get your personal QR code for identification. Customers can simply use the QR code to try new routines, apply for classes, and even rent their own LG devices. As they do more routines, they get GROUND POINTS as awards, which they can convert into special gifts such as routine diary, books, pencils, self-designed t-shirts, and even to discount coupons for buying LG products.

In just 3 months after launching the space,

10,322 routine programs were held by customers

91% Positive Sentiments on SNS

1M+ Impressions on media

91% of visitors responded that they have began new routines

3,575% increase in visit rate (vs before transformation)

2,650% increase in product sale (vs before transformation)