We wanted to talk to people at a time when their laundry is top of mind, and get them to inquire about the machine either online or in store. So we tied up with small neighbourhood laundries and turned something that our target interacts with every week into a vehicle for our message.Clothes from laundries are delivered in plastic bags, so we reinvented the laundry bag with our machine printed on it. Through the clear door people could see their pressed, wrinkle-free laundry hanging inside, driving home our message of ‘wrinkle-free washing with the LG Steam Direct Drive’.Thanks to home delivery and in-store pick ups, our Laundry Bag became a piece of ambient media on the streets, in apartment buildings, hanging on doors and in people's closets. It also became a walking billboard and transit media in delivery van windows.

25,000 pieces were distributed to people outside laundromats at upscale residential neighbourhoods all across Dubai. Affixed to each was a coupon that allowed them to avail of a 5% discount on the final retail price at any home appliance store. During the month long promotion period starting October 1st, 2010 sales of the BigIn washing machine jumped 4.35 % over the monthly average for the category.