Challenge
LG needed to promote its groundbreaking 55-inch OLED TV, the world's thinnest at just 0.15 inches thick, before CES. The challenge was to stand out amidst fierce competition, using a unique selling point while avoiding the traditional advertising route.
Case video
Concept
Rather than conventional advertising, our approach involved a suspenseful one-minute silent video featuring a daring thief attempting to steal the remarkably slim OLED TV. Uploaded anonymously on YouTube, it sparked viral buzz and discussions online, making LG a topic of intrigue. The campaign's success led to increased foot traffic in electronic shops, boosted sales, and positioned LG as a CES trendsetter, demonstrating the effectiveness of unconventional marketing strategies.
Results (in 4 weeks)
7.5+ million views
YouTube Trending Gold Medal
#1 Weekly Global Viral Ads Chart
Media Value €1,280,000
Production Cost €5,000
Original video
D&AD
Finalist
The One Show
Merit
Team a.o.
Andrew Maaldrink
Lionell Schuring
© 2023 Lionell Schuring