Done In One
LG
Issue 36 | September 2015
Agency
George Patterson Y&R
Creative Team
GPY&R ANZ Chief Creative Officer: Ben Coulson George Patterson Y&R Executive Creative Director: David Joubert George Patterson Y&R Executive Creative Director: Bart Pawlak George Patterson Y&R Art Director: Brad Stapleton George Patterson Y&R Copywriter: David Barton
Production Team
George Patterson Y&R Head of Content: Elissa Maine George Patterson Y&R Editor: Wilbur French George Patterson Y&R Editor: Chris Myers Director Of Photography: Jason Williamson Oi Productions VML Senior Producer: Shanna Gericke VML Content Manager: Elizabeth Roubekas oOh! Media Creative Services: Laura Brealey
Other Credits
George Patterson Y&R General Manager: Amy Luca George Patterson Y&R Account Manager: Michaela Lobb IdeaWorks Creative Director: Tom Hoskins George Patterson Y&R Designer: Liam Seymour George Patterson Y&R Strategic Director: Nicholas Jacobs LG General Manager Marketing, Marketing Manager, Home: Lambro Skropidis LG: Appliances: Jennifer Osborne
Date
April 2015
Background
Washing machines are a big part of the modern laundry. There are top loaders, front loaders, one's built for speed and others with great energy efficiency. With the launch of the new LG washer and its massive 15KG capacity, the challenge was to shift the focus away from these benefits and make capacity the key consideration when buying. So the 15KG capacity was translated into a language consumers could understand – 71 clothing items done in one wash. Then the idea was to prove that it was possible by creating the world's first ever billboard that was washed in one go.
Idea
LG needed to promote their large capacity 15KG washer in the Australian market. The target audience was Australian families who were buying a new washing machine, either because their old one was broken or they wanted an upgrade. They were indifferent towards LG and just wanted a washer that could save them time and energy. Our campaign resonated with this group because it took the 15KG capacity and made it personal, showing how much washing it can handle in one go. For LG, it demonstrated their core philosophy of using technology to make people's lives easier in a simple and clever way. To launch the new LG 15KG washer, a powerful product demonstration was created using the 71 items of clothing it could wash in one go. The clothes were stitched together to make a 12.66m x 3.35m billboard which went up in a high traffic location near Sydney airport to get dirty. Two weeks later, it was taken down and washed in one go. Then it went back up clean, creating the first billboard that was 'Done in One'. To get onlookers involved in the story, they were directed to an online hub where they could see how the billboard was made and find their closest store to buy the 15KG washer. The result was an outdoor activation and product demonstration that left the competition hanging out to dry.
Results
During the campaign, over one million people saw the billboard. The conversation and buzz around its unique build helped drive PR and picked up an additional $177,939 worth of earned media. And the best news is that sales of the LG 15KG washer increased by 100%, encouraging LG in Brazil and Singapore to pick up the idea too.