2011 Winners & Shortlists

The Brief

LG’s new BigIn washing machine embodies the principle of ‘economy of size’. So while it may look small or standard at best, it does pack in an incredible 11 kg load, courtesy of a larger drum inside. Our task was to demonstrate to consumers, especially women between the ages of 26 to 35, that the BigIn washing machine while saving on space didn't compromise on the load. This had to be done in a way that was both engaging, convenient and effective.    

Creative Execution

The direct mailer also embodied the principle of ‘economy of size ’. More importantly, by creating these compressed XXL t-shirts, consumers were able to experience the product without having to physically interact with the real thing. And lastly, it was very cost effective to produce in bulk. The intriguing packaging and size meant that consumers could just pick it up and then experience the product in the comfort of their homes.    

Describe the creative solution to the brief/objective.

To coincide with the official launch of the BigIn washing machine on November 15th, 2010, we created an in-store direct mailer. It came in the form of a XXL t-shirt compressed into the shape of a square. The outer plastic cover had the sticker of the washing machine on it. After removing the t-shirt and stretching it out, the message revealed itself: Pack a lot into a little  

Results

25,000 direct mailers were handed out to consumers all across the UAE at stand alone LG stores as well mega-market chains like Carrefour, Geant and Sharaf DG where LG’s range of home appliances are displayed. During the official launch period starting November 15, 2010 sales of the BigIn washing machine were impressive, with a sales increase of 15% over the monthly average for the category.