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LG OLED evo - The Greatest OLED of All

HS AD, Seoul / LG / 2024

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Overview

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Overview

Background

LG OLED TV has been ranked NO.1 in OLED market for 10 consecutive years since its launch in 2013. During this period, the competition in the OLED market has intensified, and TV market has been facing a decline as global TV shipments are projected to decrease by 3.9% year-over-year.

However, this scenario highlights an interesting trend: premium products like OLED TVs tend to maintain their demand, while the demand for mid and low-priced products decreases due to market polarization. Moreover, it was anticipated that competitors would aggressively enter the OLED market, further intensifying the competition.

In these circumstances, the primary focus of LG OLED TV marketing communication in 2023 was to reinforce LG's competitiveness in the OLED market and solidify its position as the leader.

Execution

Amid ever-intensifying competition over the OLED TV industry, LG wanted to deliver a powerful message that no other competitor could say: “The Greatest OLED of All.” It could be claimed only by LG because LG OLED TV has been ranked the No.1 selling OLED TV brands for 10 consecutive years according to Omdia.

In order to showcase its greatness and confidence, the 2023 LG OLED evo (G3 model) campaign highlights the most brilliant evolution and its luminous, high contrast picture quality achieved through LG’s advanced TV technologies such as Brightness Booster Max and α9 AI Processor Gen6.

This approach aimed to position LG OLED as the greatest OLED TV of all, capturing consumers' attention in the competitive market.

Outcome

The 2023 LG OLED evo campaign, which was aired on Apr 27, 2023, has garnered more than 340K views on YouTube. The campaign has yielded positive results, as evidenced by the company's top ranking in the global OLED TV market in the first quarter of this year, with shipments capturing 60 percent of the market share, according to Omdia.

Following the execution of their marketing campaign, LG observed significant positive outcomes. The Google search volume for LG OLED TV on it's aired day doubled compared to the previous day, indicating heightened consumer interest. Moreover, the campaign garnered attention from various media outlets and was acclaimed for its engaging and compelling video, showcasing the innovative features of LG OLED TVs.

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