We interrupted the commercials break to announce a special promotion, telling the people in rows 5 and 13, their tickets win them an impressive discount when they buy the new LG Plasma. Everyone got involved: the winners, the others who shared the overall excitement, and people who weren’t there but heard about it from those who were.

The combination of an unexpected direct approach and a winning-ticket concept created an experience that stayed longer in mind, along with LG, and, moved more people to the stores.Smart Media strategy maximized a fairly modest Budget. Reaching a bigger audience than the one directly exposed to the ad, has generated the bigger buzz, and attention LG needed.