Category: Titanium and Integrated
Advertiser: LG ELECTRONICS
Product/Service: WASHING MACHINE
Agency: Y&R SOUTH AFRICA
Date of First Appearance: Mar 4 2011
Executive Creative Director: Liam Wielopolski (Y&R South Africa)
Creative Director: Ian Franks (Y&R South Africa)
Producer: Hansa Winshaw (Born in Africa)
Copywriter: Eric Wittstock (Y&R South Africa)
Art Director: Bruce Murphy (Y&R South Africa)
Copywriter: Katherine Glover (Y&R South Africa)
Art Director: Steve Dirnberger (Y&R South Africa)
Producer: Gerry Jennings (Alight Productions)
Media Buyer: Angela Geyers (Mindshare)
Chief Sales & Marketing Officer: Gavin Smith (Megapro)
Account Director: Lynton Asbury (Y&R South Africa)
Media placement: Outdoor - Live Sporting Event - 04 March 2011
Media placement: TV - DSTV - 04 March 2011
Media placement: TV - Supersport, Sky Sports - 04 March 2011
Media placement: Press - The Saturday Star - 05 March 2011
Media placement: Online - www.youtube.com - 07 March 2011
Media placement: TV - Boots 'n All - 09 March 2011
Media placement: Online - www.10and5.com - 15 March 2011
Media placement: Online - www.biz-community.com - 17 March 2011
Describe the campaign/entry
We were tasked with launching the LG 11kg under-counter steam washer and creating hype and interest around its unique abilities and large capacity. LG already sponsors 3 South African rugby franchises. We leveraged this, tapping into one of the country’s most popular sports, with a loyal fan base, 40% of which are women. We combined that with the country’s biggest and dirtiest sportsmen, to bring the idea to life.
We placed washer hoardings in front of the players’ tunnels during Super Rugby games. Players ran out of the washer clean and ran back in half time dirty. They changed into clean kits and ran out clean again. This illustrated the USP that it handles large loads and ensures that they come out spotless.
Millions saw it at the games and on television. It was featured in newspapers, sports shows and numerous websites, creating the desired hype whilst still being cost-effective.
Describe how the campaign/entry was launched across each channel in the order of implementation
We placed hoardings at International Super Rugby games in front of the players’ tunnels. Players would interact with the washer, running out clean, and running back in dirty at half time where they changed kits and ran out clean again. Spectators at the games and those watching on television saw this happen, and it created the desired excitement and hype. The washer attracted the attention of the 240 000 fans at the games. The press soon got hold of the story, exposing the washer across all media platforms including online, newspaper, radio and TV. It was featured on the second largest TV channel in the country, which reaches 80.5% of the South African population. Leveraging LG’s existing rugby sponsorship was effective in conveying the message, starting conversations and gaining media interest. Moreover, it was a simple and cost-effective creative execution that met the client’s objectives.
Give some idea of how successful this campaign/entry was with both client and consumer
As a result of this media placement, the idea reached a much larger audience internationally than just those present at the Rugby matches. The idea reinforced LG’s platform as being a major sponsor to one of the nations favourite games. Sales of the washer increased 300%. Moreover, LG became a top of mind brand when potential customers were making their washing machine purchase, reinforcing its perception as an innovative, superior brand.