2011 Winners & Shortlists

The Brief

The LG Steam Direct Drive™ washing machine has a steam clean function that leaves your clothes wrinkle-free and saves you having to iron. We wanted to raise awareness for the product and drive purchase. In the UAE a large percentage of the population send their clothes to their neighbourhood laundry for washing and ironing, in addition to doing regular loads at home. This is purely because the laundries are cheap, quick and save them the hassle and time of ironing. So we decided to target that segment and inform them about the Steam Direct Drive and their steam clean capabilities.

Creative Execution

Clothes from laundries are delivered in plastic bags, so we created the ‘Steam Clean’ bag and turned something that our target interacts with every week into a vehicle for our message. We reinvented the laundry bag with our machine printed on it. Through the clear door people could see their pressed, wrinkle-free laundry hanging inside, driving home our message of ‘wrinkle-free washing with the LG Steam Direct Drive’. The bags were distributed to neighbourhood laundries to use instead of their regular ones, thus every bag became an ad that was delivered directly into homes.

Describe the creative solution to the brief/objective.

Washing Machines aren’t the most exciting products to talk about and most people tend to use their machines for anywhere between 5 – 8 years. So we needed an innovative solution to get people to firstly enquire about the Steam Direct Drive™ and secondly to purchase it. We wanted to target the time-poor people who regularly send their clothes to the neighbourhood laundry and offer them an equally quick and hassle free solution for their washing and ironing. And talk to them in an environment or time of day where their laundry is top of mind.

Results

15,000 laundry bags were distributed over a three week period to neighbourhood laundries across Dubai and Abu Dhabi. In the quarter following our activity, LG’s sales of the Steam Direct Drive washing machine doubled and the number of enquiries both in-store and online increased by over 115%.