The Creative Solution:Turning Charged magazine into the product itself. The back cover was used for the lid of the S1 Express Dual, while the inside back cover became the screen and the facing page the keyboard. Readers could now experience the slimness and overall aesthetic of LG's new product as they would the real thing, by simply opening the magazine. The thought was completed with an on-screen headline: 'THE NEW ULTRA-SLIM S1 EXPRESS DUAL.'

Effectiveness:Store visits increased rapidly, with customers asking for the product by name.

Sales went up by 15% over the following month. It also had a positive impact on the LG laptop category as a whole.