PHD Hong Kong - LG Blue Light Hunter
Company Name: PHD Hong Kong
Project Name: LG Blue Light Hunter
Project Summary
LG wanted to market their LG OLED TV with anti-blue light capabilities to meet the changing demands of a COVID-19 ‘in-home reality’. However, a LG OLED TV is no small purchase. At a premium price point, how could we get consumers to purchase our OLED TV when there are other more cost-effective alternatives and solutions?
To establish LG OLED TV as the go-to solution for blue light we embodied our product benefit in our media strategy itself to create LG Blue Light Hunter, a creative personification of LG OLED TV as a hunter to bring to life its key product benefit in a conceptually striking manner, by literally hunting down harmful blue light.
Branded videos of the LG Blue Light Hunter were created to show the LG Blue Light Hunter in action and the videos were deployed in moments where consumers commonly encounter blue light such as TV, YouTube and Social Channels (Facebook and Instagram) where we targeted audiences via affinity and contextual targeting to contextually engage our audiences. We even turned influencers that were either in danger of blue light themselves or contributed to blue light into our own LG Blue Light Hunters.
Through our approach, we achieved a breakout 71,218 engagement for LG, helping us solidy LG’s spot as the #1 category market leader and most importantly, we drove demonstrable business results with a 46% increase in sales.
Background
COVID-19 lockdowns and social distancing regulations have forced many people to stay at home. With entertainment venues closed and many learning/working from home, people have readily turned to in-home entertainment and devices to make the best of the new ‘in-home reality’.
Increased and prolonged exposure to screens have led to an increase in eye-strain and eye irritation with one of the main culprits being blue light. This was the perfect opportunity for us to market our OLED TV. With self-lit OLED technology that vastly reduces blue light emissions while offering cutting-edge specs and functionality that enhances audiovisual experience, our OLED TV was the perfect companion to weather the new ‘in-home reality’.
However, a LG OLED TV is no small purchase. At a premium price point, how could we get consumers to purchase our OLED TV when there are other more cost-effective alternatives and solutions?
Objective
The key objectives of the campaign are:
1) Establish LG OLED TV as the go-to solution for blue light
2) Drive sales of LG OLED TV
Execution
To establish LG OLED TV as the go-to solution for blue light we thought, what if we could embody our product benefit in our media strategy itself?
Introducing LG Blue Light Hunter, a creative personification of LG OLED TV as a hunter to bring to life its key product benefit in a conceptually striking manner, by literally hunting down harmful blue light.
We firstly deployed our LG Blue Hunter through branded video to educate and build mass awareness of our anti-blue light capabilities. We created two videos which showcased our LG Blue Light Hunter hunting down blue light in key usage occasions of TV in a ‘in-home reality’ such as gaming, work conferencing and consuming video content.
We then hunted down moments where consumers commonly encounter blue light and deployed our branded video to contextually establish and deepen LG OLED TV as a top-of-mind solution for blue light. Our branded video was deployed on TV, YouTube and Social Channels (Facebook and Instagram) where we targeted audiences via affinity and contextual targeting to contextually engage our audiences.
Lastly, we even turned influencers that were either in danger of blue light themselves or contributed to blue light into our own LG Blue Light Hunters. These influencers were from 3 key occasions pertaining to our product usage which were Gaming, TV Entertainment and Movies & YouTube in which we selected those that were either top influencers (e.g. 達哥) or breakout stars (e.g. Trial & Error) of their respective categories during the campaign period. The influencers helped communicate that you don’t need to sacrifice quality entertainment at the expense one’s eyes. To further amplify our message, even the influencers’ poses mimicked iconic game, TV and movie characters.
Result
We delivered 13M impressions in our campaign and got 1.9M views of our branding videos on YouTube, sufficiently reaching our potential consumers when they were exposed to blue light with our Blue Light Hunter branded video to contextually drive awareness of LG OLED TV.
Through our communications approach with the personification of our key end benefits, creative media strategy as well as the use of influencers, we added a human touch to our messaging, helping us break out from the usual mode of category communications to engage and captivate audiences, driving a breakout
71,218 engagement for LG
And this communication approach also helped make it easy for consumers to understand and relate to our key product benefit, to ultimately help us grab consumers’ attention and establish LG OLED TV as a go-to solution for blue light. As proof, from client commissioned research, we are the #1 category market leader.
Lastly, we drove demonstrable business results with a 46% increase in sales. Considering the price point of LG OLED TV, a 46% increment in sales is no easy feat and is further proof of our success.
