LG Case study A NIGHTMARE IN THE CORNER by Hs Ad

Advertiser: LG ELECTRONICS
Agency: HS AD
Category: Best integrated content campaign
Advertising campaign: A NIGHTMARE IN THE CORNER
Copywriter: Hyunju Heo (HS AD)
Assistant Art Director: Guenyoung Lim (HS AD)
Media Strategist: Hyojin Kim (HS AD)
Senior Digital Strategist: Hyukjoon Sohn (HS AD)
Account Executive: Youngdo Kim (HS AD)
Editor: Melody Park (HS AD)
Creative Director: Sukja Shin (HS AD)
Chief Creative Officer: Bo Hwang (HS AD)
Copy Writer: Jungsil Lee (HS AD)
Assistant Digital Strategist: Subin Min (HS AD)
Executive Producer: Youngjin Yoon (HS AD)
Assistant Art Director: Yumi Han (HS AD)
Film Director: Daniel Han (Gorilla Film)
Art Director: Jungmyoung Son (HS AD)
Assistant Producer: Kyungjong Seo (HS AD)
Creative Director: Stephen Prior (HS AD)
Chief CG Director: Youngsik Byun (Delpic Design Studio)

Implementation
Our mission for this project was to drive the audience into this unique horror story we created through the media plans. The viral video was depicted from the dust’s point of view, instead of the Vacuum’s, to draw the viewers into the story. By adding easy to follow Christmas carol ‘Silent night, Dirty night’, the video directly indicated the year end’s season sales.

Campaign Description
As the awareness of LG vacumm cleaner had decreased compared to other competitors on the market, LG Electronics have launched the world’s first square-shaped vacumm cleaner, which is specially designed for cleaning the corners more effectively. The brief of this ‘corner master’ was simple but challenging: make the brand story memorable for our target audience for a better recognition of the brand new LG vacumm cleaner. So, we came up with a horror story that is depicted from the dust’s point of view- the LG vacumm cleaner has become the monster to the victims- the dust. Another challenge was to launch this campaign effectively in six different countries with low budget. So, we decided to go beyond TV and create a dynamic brand contents in popular digital media such as You Tube and Facebook. Also, we used the online digital media to drive our audience into offline launching event.

Outcome
We created a unique storytelling through these friendly characters to help viewers to fully engage with our new campaign. The viral video on YouTube got more than 6 million hits within 2 months. 230,000 users have visited the micro site, and successfully recorded 30,000 fans and 60,000 hits on online game event. Moreover, the most successful offline event was held in Paris at Centre Pompidou where more than 3,000 people participated to this event and more than 300 people challenged to play the game. As a result, the sales of LG hom-bot had increased up to 91% compared to same time last year.

Effectiveness
To create an effective horror story, we paid special attention to the details of each dust characters. The character designs were expanded to 2D, 3D, CG and the characterized dolls were available online and offline. The Campaign started from the viral video that was embedded in YouTube and LG electronics website which drove the users to the Hom-bot microsite. On the microsite, the users were able to navigate through the behind story of each dust characters and check out their images- the viewers were fully engaged to the branded contents. The microsite also offered an online game for the users to play and compete with their friends online that had increased the brand awareness as they participated. Later on, we created a special offline final competition for the fans who played the online game on our microsite. The winner received dust character dolls and LG Hom-bot for the prize. Through these various media, the dust characters were developed into package/catalogue, and were used as a key visual for the billboards and in store display.