To prove the LG washer/dryer’s water-saving capacity and alert people about the need for conscious use of this important and finite natural resource, we created an unprecedented experiment: we took the LG washer/dryer to wash clothes in one of the driest places in the world, the Atacama Desert in Chile.

If the promise of the product is to use little water to wash clothes, nothing better than doing it in the middle of the desert, using only the resources that are available in such a dry place. And the water source chosen to perform this product test was also unprecedented. We collected the water stored in cactuses.

In doing so, we were able to materialize the water-saving capacity of the LG washer/dryer and we reaffirmed the importance of being careful about water use, in the most challenging place on Earth for this task.

The first part of the execution was performing the experiment itself. We sought out the consultancy of biologists who are specialized in cactuses so we could extract a small amount of water with no harm to the plants.

We set up an action plan to collect enough water for the wash. The experiment happened in the beginning of March 2017 with special equipment, specifically developed for this challenge. On World Water Day, when the water-saving topic was all the buzz on social networks, we released the content of this experiment on the social networks.

Usually the comments in the social networks about brands like LG are mostly complaints about faulty products, no matter what content is posted. This action managed to generate a lot of impact on the brand’s channels, changing the subject for quite some time, making the pages that were normally being used by people as a customer complaint channel into a platform for conversation, awareness and celebration of such an important day.

The experiment was hghlighted in several portals in Brazil and around the world. The action became a global benchmark for LG on how to make differentials in products evident, and other countries got in touch to acquire the rights to use the material that was created.

And in the end, people could see the water saving capacity of the LG washer/dryer, which wasn’t just certified by institutions like WFF or Sabesp, but through a real, impacting, content experience.