LG launches new ‘Bring Cinema Home’ social media + TV campaign via Tonic The Agency
LG Australia has today launch a new social media and TVC campaign for its 2017 TV and AV range called, ‘Bring Cinema Home’ via Tonic The Agency and Havas Media.
The campaign highlights how the company’s new products are built with cinematic technology for Australians to enjoy premium viewing experiences at home.
With 2017 LG OLED and Super UHD TVs representing a major leap forward in picture and sound quality, LG and its creative agency, Tonic agreed that the creative direction for the year should focus on the amazing cinematic experience the products bring to Australian homes. The campaign was driven by the call to action, ‘Bring Cinema Home’.
On 7th and 8th of June LG took to the streets to find out exactly what Australians think of the 2017 LG OLED and Super UHD TVs. The company delivered a pop-up cinema in Sydney CBD’s World Square where visitors could check out the 2017 LG products in a cinema-like setting. During the two-day activation LG received real feedback from consumers to create authentic TV and online spots that everyday Australians could resonate with.
In addition, LG asked guests at the activation to share pictures and videos, using the hashtag #LGHomeCinema, on their social platforms with the chance of winning an LG Home Cinema Package.
Results:
· More than 1,000 visitors to the World Square activation.
· The campaign has reached more than 6 million Australians on Facebook and Instagram since the 7th and 8th of June 2017
Says Tony Brown, marketing manager for LG Home Entertainment: “At LG we needed an innovative communication strategy that educates consumers in a fun and entertaining way. Together with our creative agency Tonic, we came up with the ‘Bring Cinema Home’ concept. The campaign helps tell the story of how our Audio and Visual technologies are leading the home entertainment category with cinematic viewing experiences – and how Australians can now enjoy the experiences these technologies deliver in the home.
“The pop-up cinema concept provided us with the opportunity to give Australians real exposure to our products and capture authentic content that we could leverage in TV and online channels. Ultimately, the campaign allows the rest of the country to hear about the products first-hand from Australians just like them.”
The ‘Bring Cinema Home’ concept runs throughout the rest of 2017 appearing on all external collateral from billboards to in-store POS.
Client: LG Electronics, Australia
Marketing Manager, Home Entertainment: Tony Brown
Agency: Tonic The Agency
Creative Director: Alan Crowne
Senior Art Director: Melba Gounas
Copywriter: Gareth Fitzpatrick
Designer: Ellouise Houbert
Account Director: Toni Briggs-Brown
Production Company: Looper
Director: Daniel Jameison
Producer: Marcel Varnel
Editor: Ben Zemanek
Post Production: White Chocolate
Sound House: Uncanny Valley
Photography: Kimberly Low