LG was about to launch a new line of Plasma TV’s. Traditional media was swamped with messages from our competitors. In order to stand out and get the attention LG wanted, we needed different approach. We decided to focus on a narrower crowd – the ‘big screen lovers’, with an aim to create an effective buzz through a unique and memorable event. It had to happen off the mainstream media. The ideal location was the cinema.

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.

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 ad engaged the right audience at the right moment: movie lovers (majority of big-screen TV buyers) at their favorite pastime, totally unaware of the upcoming surprise-treat. They, in time, expanded the campaign, by passing it on to friends with similar likes.