2010 Winners & Shortlists

The Campaign

The brief was to create awareness around LG's new range of borderless LCD TVs across the region. LG is a well known and trusted brand in the region and has gained popularity amongst the young Arab consumer over the years through its unique & innovative range of products. Our consumers are always seeking ways to enrich their lives with new and authentic experiences, connecting with the world and the people around them. By using LG's global platform "Live Borderless", we created a competition that inspired our audiences and engaged them in a truly borderless experience.

Success of the Campaign

Within 8 weeks, the viral video garnered over 2 million online views (700,000+ on YouTube alone. In the first 4 weeks, the video had 10 honors including #2 most viewed and #4 top rated in the entertainment category on YouTube.), 715,613 unique visits to the website, 62,071 registrations,15,678 video uploads, 3,445 facebook fans, over 1000 blog posts and millions of Dirhams worth of free press. Making it the most successful online competition in the region ever. The competition ends on the 28th of March, 2010. A panel of judges will decide on the winner. (CONFIDENTIAL: After the success of the campaign, international broadcasting companies have expressed interest to follow the winner's borderless journey across the world.)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We created a regional competition where participants could get a chance to win unlimited business class tickets to any number of destinations to be used within 80 days with $100,000 spending cash. All they needed to do was upload their video or written entries on an interactive website and share their idea of living borderless. We launched the competition through an online viral video driving people towards the live borderless website for registration. The campaign was also supported through print, outdoor, and cinema. With the help of social media and online banners we reached out to the entire region and more.