In 2016, LG Electronics introduced the world to their ultra-premium line, LG SIGNATURE, setting the bar for innovative Technology and design excellence under the brand philosophy of 'Art inspires Technology. Technology completes Art.' The brand had established its premium identity in the luxury segment through creative collaborations with renowned fine artists and masters in their field. Although it has built its value as a super-premium brand for a limited high-end target audience, in its 7th year, we needed a new communication strategy and creative to reach a wider audience and fuel quicker growth.

To achieve this goal, we decided to tap into the power of music and create a hit music video rather than a traditional commercial film because of its ability to create an immediate emotional impact with mainstream audiences and potentially go viral. We co-produced a track and hero film telling the story of appreciation of loved ones and the urge to share the finest things in life with them in a message that works on a personal level and delivers the sentiment the brand wanted to express to its customers. The first step was to find a legendary musician who could help us spread our brand's essential values through their music.

We have established our strategic artist evaluation framework. The evaluation index was over 25 metrics measured, scored in a number, and converted into data to compare the candidates. The data was evaluated based on the impact on the global target audience and the performance across on/offline coverage - knowledge of brand and products, the efficiency of brand collaboration, global reputation, social influence, on/offline mention coverage in volume and sentiment, and more. After conducting extensive international surveys and evaluation research, we carefully evaluated several artists to determine the best fit for our brand. Finally, we decided to partner with John Legend, a beloved award-winning musician and lifestyle icon who is loved by generations around the world.

We planned to introduce our campaign during the time of the year for family and loved ones to gather together and share thankfulness and love. The timing felt right as we were emerging from the pandemic, during which our customers grew a deeper appreciation for the role of technology and were seeking elevated experiences. The song was released on music streaming platforms and John Legend’s YouTube account as his new Christmas single. While it appears to be a warm holiday song and music video to the public, its underlying message contains the values and philosophy that the brand and John Legend would like to share together. We rolled out this campaign seamlessly across online and offline channels worldwide - TV, PR, CRM, social media, offline stores, and out-of-home platforms. We also published a special mobile holiday card website with music and creatives from the music video in multiple languages.

A festive new John Legend song with LG SIGNATURE took holiday playlists by storm. The song ranked highly on Korea's largest music streaming platform and was streamed over 17 million times on Spotify globally in only ten days after the music video's release. Over the course of the campaign, it racked up over 500 million views with $69.8 million marketing value. It went viral by the audience and shared the messages the brand wanted to. Dance, mash-up, and performance covers were created with over 105 million views across social platforms like TikTok, Instagram, and YouTube. The brand also saw a surge in visits and searches, achieving their all-time high in google brand search trend. To go further, we organized a once-in-a-lifetime dinner party inviting fans and communities to John Legend's live performance, sharing his wine and music just like the music video's story.