When you want to build fandom
through communication with MZ targets
When you want to build fandom
through communication with MZ targets
LG Goldstar Refresh Center
LG Electronics received a request from Starbucks to jointly build a meaningful space at the former Kyungdong Theater location within the Kyungdong Market. From the beginning, LG Electronics, in collaboration with Starbucks, contemplated this request. They approached the project with the idea that it could serve as an opportunity for close communication with the future customer base, the MZ generation, while revitalizing traditional markets and local economies.
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LG Goldstar Arcade
The Goldstar Arcade project originated from the challenge of establishing a familiar relationship between LG OLED TVs and the MZ generation, ultimately aiming to build brand fandom. At that time, LG OLED TVs held a dominant 70% market share in the global OLED TV market, achieving record shipments and high brand awareness. However, the awareness among the emerging MZ generation, a key future consumer demographic, was relatively weak.
Based on internal surveys, it was found that while the MZ generation was generally aware of LG OLED TVs through TV advertisements, they expressed reluctance to visit stores like Best Shops to experience the products firsthand. There was a lack of touchpoints that could provide an appealing experience for the MZ generation. Therefore, the goal was to create an LG OLED TV customer experience space that would be attractive to the MZ generation.
LG Electronics H&A Another Vibe
In the rapidly changing trends post-COVID-19, LG Electronics H&A aimed to discover new touchpoints that could provide a differentiated "customer experience" for the MZ generation. In this process, LG Electronics collaborated with the "Alley Economy Revitalization Project," one of the key tasks of Seoul's Vision 2030, to create a differentiated customer experience space that could convey the core value of "warm sincerity" unique to the H&A business unit.
At this point, HSAD's mission was to construct a customer experience space that brings new vitality and joy to alley economies by configuring spaces/contents based on the lifestyles and characteristics of each alley in five key alley economies in Seoul.
