LG Face to Facebook
LG
Issue 26 | March 2013
Agency
Y&R NZ
Creative Team
Executive Creative Director: Josh Moore Creative Director: Maria Ward Associate Creative Director: Tom Paine Senior Designer: Scott Cricket
Production Team
Head of Production: Christina Hazard, Sacha Moore Junior Producer: Rachel Rider Executive Digital Producer: Kaz Kennedy Set Production: Bootleg
Other Credits
Account Director: Julie Reeves Business Director Media: Amber Conroy Media Buyer: Kirsty McClean
Date
2012
Background
Y&R NZ was tasked to use Facebook to increase consumer engagement with LG, demonstrate the product range and bring to life the brand mantra: the ‘human face’ of technology.
Idea
Every brand wants to increase its social media engagement. But how do you cut through when requests to ‘like our page’ have become white noise?
Rather than asking people to come to the LG Facebook page, LG took their Facebook page to the people, building a 26-feet high, bricks-and-mortar LG Facebook wall in Auckland’s Aotea Square.
For three straight days, all fan posts on the online LG Facebook page were performed live on the physical wall by a team of entertainers. Posts were read out loud and uploaded images drawn by an artist and seen by the crowds. All banner ads doubled as live, interactive product demos, and the action was streamed live for those who couldn’t actually be there.
Results
LG saw a 120% increase in Facebook likes.
Our Thoughts
Well, it’s the classic flip-flop approach, isn’t it? Do the opposite of what’s expected. There have been a couple of attempts in the past to try to realize the virtual world, as it were, but none has managed it as successfully as this.
What’s so wonderfully counter-intuitive is that in order to get more Facebook ‘likes’, LG went offline and rather than using social media were simply social. PC
Social goes real life goes viral goes social goes real life goes… phew. Some lovely attention to detail here, from the live product demos in the ad units, to the occasional appearance of the ‘spinning beach-ball of death’. JA.