2010 Winners & Shortlists

Results and Effectiveness

YouTube: 900,000+ views Across all video portals: 1,900,000+ views Facebook fans: 3300+ Unique visitors to the site: 1.2 Million + Entrants from: Over 150 countries

Creative Execution

We chose a character that was universal and would be internationally recognized by our audience. “The Dramatic Chipmunk” would instill laughter in our audience – linking LG’s borderless TV to a fun and adventurous experience. 5 videos were created of short 20second seconds where the dramatic chipmunk was first escaping into his borderless(TM)dream and was then completing a series of activities, which our audience could identify with, including “Escaping to the Bahamas”, “Making Crop Circles” and specifically for our UAE participants “Going to the Top of the Burj Khalifa”. We produced buzz toolkits, which were pushed to bloggers, forum moderators and influencers across the web. Online we submitted content to YouTube, Clipser, Veoh, Break and other social media networks to drive a viral campaign. We created twitter, facebook and as7ab accounts for the dramatic chipmunk to attract friends and posted the best entries for our audience to share with friends.

Insights, Strategy and the Idea

We were tasked with launching the New LG LCD/LED Borderless TV in a space where two dominant brands had already carved themselves a niche that looked impenetrable. Our insights showed that every TV experience is a strong reflection of the consumers’ personal status and lifestyle, which means selecting a TV brand is very rational and emotional at the same time. Our concept “Around The World in 80Days” was launched to get people emotionally connected to the Borderless(TM) TV, by giving them the chance to live their borderless dream. Participants would register their Borderless idea for a chance to win $100,000 plus Unlimited Business flights in order to experience their dream. Viral was an important part of the campaign that would support the Live Borderless concept and would help generate registrants, fun and excitement.