Brand Experience and Activation > Use of Promo & Activation
Y&R DUBAI / LG / 2011
Overview
Credits
ClientBriefOrObjective
Our brief was to raise awareness and drive sales for the LG Steam Direct Drive Washing Machine, a machine that contains a steam clean function that leaves your clothes wrinkle-free, saving you the hassle of ironing.
The UAE’s working population is made up of many single people who live in residential areas very close to major business districts. Most spend long hours at work and prefer the hassle free option of sending their clothes to neighbourhood laundries that wash and iron their clothes.
We decided to target them, and offer them the same hassle free approach to doing laundry with our machine.
Effectiveness
15,000 laundry bags were distributed over a three-week period to neighbourhood laundries across Dubai and Abu Dhabi. As people left the laundries with the bags, they became unsuspecting walking billboards helping to raise awareness for the product. The response to the activity resulted in over 500 enquiries for the machine in-store, and the following month, LG recorded an increase in sales of 19% over the monthly average for the category – a great result for a low involvement category like washing machines.
Implementation
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 the 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’.
Relevancy
The laundry bag was a great way to show the ‘wrinkle-free’ proposition of the steam clean machine in a very simple way, when laundry is top of mind. And thanks to home delivery services 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.Best of all, we used our target audience to help spread the awareness message as they carried the bags from the stores to their homes.
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