Tuvalu
LG Electronics
Issue 36 | September 2015
Agency
Grey Argentina
Creative Team
Executive Creative Director Diego Medvedocky Creative Directors Lisandro Cardozo, Herna´n Kritzer, Alejandro Devoto Copywriter Juan Manuel Quintero Art Director Javier Garci´a Production Company Nunchaku Director Roi Ricci, Clara Aranovich
Date
April 2015
Background
Every other electronics company was talking about the features and the technology of their Smart TV's. The challenge for LG was to find a different way to raise awareness.
Idea
When the agency tried to register www.lgsmart.tv they discovered that .tv was the domain for a small country in the Pacific Ocean threatened by climate change. A documentary film was made about how rising sea levels threaten to sink the island, quite literally. "The smartest thing a Smart TV can do is to help this beautiful country." A digital platform was developed and an app within all LG Smart TVs that enabled viewers to petition the United Nations through change.org.
Results
Two of the top three news programmes covered the story in the first week generating earned media worth $350,000. The campaign reached 11m people and 60 LG offices elsewhere in the world asked to be able to share the app and support the cause.
The news from Tuvalu was that in December 2015, a group from the island will be received in Paris for the next United Nation's conference on climate change
Our Thoughts
Okay, the TV/.tv connection is tenuous. And some might think the motives behind the campaign were a little cynical. None the less, I could point to several Lions winners in Branded Content where the connection between the brand and its subject matter was even flimsier. Besides, Tuvalu really does need help.
The film, in English, is at: http://youtu.be/hOqCdrKgP5c