2010 Winners & Shortlists

Results and Effectiveness

We’ve gone global! 1,900,000+ Video Views 900,000 YouTube Views 1.2 Million+ unique visitors to the site 60,000+ registrations 15,000+ entrants

Creative Execution

“Around The World in 80 Days” launched December 16th 2009. A microsite was created to host video and written entries. Starter traffic to the microsite was generated through a digital media. We created viral content including the famous Digital Chipmunk, which we integrated in both viral and social networks. A cinema activation plan including stands, promoters, and on screen viral commercials were put in place to connect and recruit our young affluent target market on the spot. They were even given personalized dog-tags to commemorate the experience. In JBR we highlighted the message on lampposts and signed up our target audience using Wi-Fi in restaurants. In addition, a billboard on SZR was branded to capitalize on the message. Using five different radio channels, we ran competitions with cash prizes that encouraged our audience to participate. They were invited to register on the microsite to share their 80 day borderless dream.

Insights, Strategy and the Idea

Every TV experience is a strong reflection of the consumers’ personal status and lifestyle. Thus, selecting a TV brand is very rational and emotional at the same time. Our challenge was to launch the New LG LCD/LED Borderless TV against two very established and dominant brands that own the LED space. Rather than joining the Samsung/Sony fight, we decided to create and own a new un-tackled segment. We carved a niche for ourselves around the “borderless” concept. The “Around The World in 80Days” concept was launched to get people emotionally connected to the Borderless 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.