The idea rests on the premise that today, the phone is like a partner that we can’t leave behind and take with us everywhere we go. People want to love their phones and to have a very personal relationship with them.

That’s why we thought of connecting the phone with St. Valentine’s Day and challenged people to show what they would be willing to do for the new LG G5. It’s the acid test for couples in today’s world: exchanging their phones to search through them and look at their contents — each other’s mails, photos, everything. Those who were up to taking the test took home a new LG G5 on the spot.

We arranged for 112 couples to meet us at a site that had been prepared to capture the action. The content was then shared on the brand’s Facebook page, which has more than a million followers.

112 couples came to do the proof. Surprisingly only 38 won the latest LG G5.

The event sparked debate and conversation and gave the brand added relevance and a favorable image. And it was a completely different way to show the new LG G5.

The sales objective was met.