After an incredibly successful CES in early 2019, LG Electronics wanted to continue creating awareness and driving sales for the 2019 line-up of LG OLED TVs while addressing both the ongoing confusion between LG’s OLED and Samsung’s QLED TV technology and the line-ups’ lag behind competitors in terms of consideration.
The team knew that the strongest and most ‘visual’ selling point for the LG OLED was the quality and vibrancy of the color against the ‘perfect black ‘of the TV. Our idea focused on creating an immersive experience that would place our guests in the rich environment of our colors. We then needed the perfect trifecta of partners, experts in color trends and design. We brokered partnerships with the Pantone Color Institute, Amirah Kassem of Flour Shop, and digital artist David McLeod who helped bring the message of why color matters to life in the form of what became known as Café OLED.
Through multiple experiential touchpoints, Café OLED highlighted how the canvas of LG OLED TV’s perfect black brings out the richness of each and every color to deliver superior picture quality. The Pantone Color Institute created immediate cultural relevance and news value by releasing their trending summer colors in conjunction with the café. And Amirah Kassem’s current fame driven further by her cookbook launch, coupled with the unexpected digital art showcased on LG OLED TVs, highlighted the TVs purest colors and brought the taste of them to life.
Strategy
Understanding that color impacts the way people feel and behave, we designed an experience that would bring color to life in what they saw, felt, touched and tasted at Café OLED. The LG OLED TV uses a million pixels to create the most perfect blacks and perfect colors in a television viewing experience and the pop-up store front was the perfect platform to showcase this in a way that was easily digestible to consumers. Using an integrated earned media and social strategy, we reached new and existing audiences through a variety of owned, earned, shared and paid channels, further increasing brand loyalty and purchase consideration.
Implementation
Experiential
Capitalizing on the latest craze amongst consumers, we created LG’s first ever pop-up where attendees could experience extraordinary color on LG’s OLED TVs and taste them too through baked treats and aesthetically pleasing coffee!
Earned
To position LG as an industry leader in the OLED TV category, the earned approach was focused on leveraging the innovations brought to life at Café OLED among key consumer media.
Influencer/Social
Social media and influencers played a crucial role in creating excitement in the event and bringing the experience to life through digital.
Across the board we exceeded results and expectations for both onsite, earned and social metrics.
