The purpose of the Another Vibe campaign is to revitalize the increasingly stagnant local commercial alley districts due to the prolonged COVID-19 and increased online shopping. We wanted to develop local commercial alley districts as a local brand as a cultural space that is beyond being a place where people just come to buy things and encourage citizens to visit.

At this time, we tried to plan a new and differentiated LG Electronics customer experience space in view of the competition for customer experience where more than 17 pop-up stores pour out in one region per month. In particular, with the proliferation of digital/social media, the demand for new experiences has increased, and we focused on people who visit areas for a unique experience that are different from others. Also, we focused on ONE&ONLY differentiated concepts and contents so that people can voluntarily visit the stagnant local commercial alley districts.

Another Vibe focused on the ‘originality’ of each local commercial alley district. Five colors of Another Vibe were planned that do not compromise the locality and identity of the five places, and a genuine collaboration program was planned by collaborating with various local entities such as local artists, local small businesses, and local galleries for people to feel the local lifestyles.

In particular, since the five stagnant local commercial alley districts are not hot places, we had to attract repeat visitors and new inflows through voluntary visits and word of mouth, and we thought a sincere genuine approach was important. Therefore, as a key strategy, the main target was MZ(Millennials - Gen Y), the culture-leading generation living in the local commercial districts, and encourage them to discover the charms of the local alleys in Another Vibe and further spread the local culture and stories.

Under the catchphrase ‘Local commercial alley districts need to thrive for the local economy to thrive', Another Vibe provided contents for people to experience different local lifestyles, and encouraged all visitors to become ambassadors to promote local commercial alley districts and generate word of mouth. We collaborated with local brands and creators to produce souvenirs and promotional materials, actively utilized local media and campaign Instagram channels to promote events and promotions, and encouraged people to meet and visit local commercial alley districts.

In particular, to increase contact with the local MZ, the main target, we collaborated with local restaurants, leading galleries, and leading tourist attractions for promotions online and offline, and positioned them as new anchor stores that invigorate quiet local energy using banners in public transportation areas such as local subways.

Another Vibe campaign was carried out simultaneously at five locations in October 2022. Hence, the first thing we did was to create an Instagram account for people to get information about the five Vibes on one channel. We used the visitors' proof shots and their reviews as the main contents to encourage new visitors. In particular, we actively held proof shot events at the sites, to promote local commercial alley districts and to encourage people to visit the districts. Also, to raise awareness, we collaborated with local media and influencers to introduce Another Vibe, and communicated the campaign as a local culture by introducing the characteristics of each local commercial alley districts centered on the local merchant association. Thanks to the focus on online and offline promotion, the Instagram channel gained 15K followers, and as the campaign channel's ripple effect increased, it attracted customers and created word of mouth effect.

During the campaign period, a total of 12,407 visitors (average of 100 per day) visited, recorded an average score of 4.58/5 in the visitor satisfaction survey, and a total of more than 110 Another Vibe-related broadcasts and paper articles were released, contributing greatly to the positive impression and awareness of local commercial districts. In addition, sales in five local commercial districts increased 34.4% compared to the same period last year, increasing local economic sales, and more than 75% of them increased their local commercial alley district awareness. In addition, in terms of online PR, the campaign channel was able to grow into a channel with 15K followers, and about 25% of all visitors posted proof-of-visit photos, creating 3,024 user-generated contents, achieving 92,507 social engagements, and increasing the recognition and favorability of local commercial alley districts online as well as offline.