CASE STUDY: LG capitalises on the holiday season in Korea

Aim

LG Electronics wanted to maximise the potential of the Christmas period to reinforce its status as a leader in the mobile handset category in the domestic Korean market and regionally.

Execution

Riding on the tough economic climate in 2009 and the holiday season where people typically send messages of encouragement to each other, the campaign centred on sending a holiday greeting to a personal 'hero' to encourage him or her.

A microsite was launched enabling people to send e-cards and view others' e-cards. While creating an e-card, participants were able to fully experience the benefits of LG's products as a messaging and creative tool. A competition component was also built into the campaign to reward participants who submitted the most impressive messages with the latest LG products. People were invited to the campaign website via three key touchpoints including PR which publicised the results of a survey conducted to discover who people listed as their heroes, website banners and a campaign video that depicted various inspiring global figures to prompt people to consider who their own hero was.

Results

Close to 3 million visits to the campaign website were clocked over a period of four weeks. The figure exceeded the original campaign objective by almost three times. Approximately 90,000 'heroes', including figures such as Barack Obama and Bill Gates, as well as parents, received holiday messages from participants in not just the targeted countries, but all around the world. Heroes who received the most messages in each market helped generate additional publicity by attracting the attention of the media.

This article was originally published as part of the 2010 Top 1000 Brands report.