ClientLG Electronics

CES Electronics Exhibition

What were the Pain Points that the client had regarding this campaign, and what challenges did they face?

The CES Electronics Exhibition is a global platform where brands showcase cutting-edge technology and visions that lead the standards of human life worldwide. It is considered the optimal platform for a promotion that attracts attention from all brands and provides a valuable experience to customers. As a participant in the home appliance industry among numerous global brands spanning various sectors such as automotive and IT, LG Electronics faced the challenge of highlighting its unique brand value and image.

Among these challenges, the primary mission was to emphasize LG's distinctive brand identity and differentiate it from other brands. The goal was to consistently showcase LG's products and advanced technology as "emotional technology towards people" and products embodying values for a "better life.“

What insights were discovered to address Pain Points in the market situation, target characteristics, products, etc.?

The strategy to demonstrate LG's unique brand identity was to introduce new customer experience services not offered by other brands. LG aimed to provide services that allow customers to experience and feel the "better life" that LG envisions for people. Additionally, LG planned to enhance the attractiveness and hero product displays with overwhelming scale, unique to LG, to capture the attention and empathy of customers. The newly discovered insight was to create an experience that makes advanced technology easy to understand, enjoy, and empathize with at the customer's level.

What was the integrated solution based on the discovered insights?

The solution was centered around an overwhelming OLED attractor with LG's symbolic scale, providing a vivid visual and auditory experience upon entering the LG booth. Hero products were presented in spaces with artistic design and sculptural elements, allowing customers to experience a new lifestyle and future vision.

Furthermore, to convey LG's unique brand value and message, LG introduced a universal experience device design (adjustable height for wheelchair accessibility) and provided braille, sign language, and a robot guide service. This aimed to ensure that even individuals with disabilities or social disadvantages could equally enjoy and appreciate LG's warm and innovative approach towards people and a better life.

What were the outcomes of the campaign?

The enthusiasm at CES 2023 reflected the popularity of LG's booth, with crowds gathering around the attractor even before its opening. The presentation of the new and entertaining hero products garnered excitement and amazement from the audience.

The sign language robot service, braille service, and universal design also received positive feedback, leading to PR articles highlighting LG's unique consideration. LG's attractor won the Red Dot Award, and the hero presentation received numerous awards, culminating in LG's booth ranking first in news coverage, surpassing competitors, and earning praise from the client.