Cannes Lions

FACE-TO-FACEBOOK

Y&R NZ, Auckland / LG / 2013

Supporting Images
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

LG briefed us to use Facebook to increase consumer engagement, demonstrate the product range, and bring to life their brand mantra: the ‘human face’ of technology. So we put the social back in social media. We built a 26-foot high, bricks-and-mortar LG Facebook wall in the Auckland CBD, to engage with consumers face-to-face. For three days, all fan posts on the online LG Facebook page were performed live on the wall by a team of entertainers. We dished out prizes and product info, our banner ads doubled as live, interactive product demos, and we streamed the action live.

Execution

Creating a New Zealand first and bringing to life the activation was no easy task and there were a number of key components that the media team implemented to elevate the campaign from a good activation to a true digital and PR event. This included selecting the right media space, generating awareness with a limited budget and activating the LG Wall.

To maximise the full potential of the campaign, we needed to overcome the cost barrier of reaching all Kiwis and it was through a simultaneous Outdoor and Facebook activation we were able to achieve this. The execution included a key location for the wall, live streaming app, a paid Facebook Ad strategy and a national Facebook competition. This meant that all Kiwis who were unable to come to the wall, could still join in on the action and brought the LG Wall to life for all of New Zealand.

Outcome

21m sets of eyeballs exposed to the campaign. 120% increase in Facebook likes. An unquantifiable amount of face-to-face consumer interaction and engagement in an unexpected, entertaining environment.

Similar Campaigns

12 items

The OMEN by HP Challenge

EDELMAN, London

The OMEN by HP Challenge

2019, HEWLET-PACKARD

(opens in a new tab)