2011 Winners & Shortlists

Results and Effectiveness

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%.

Creative Execution

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 notice it. 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’ Thanks to home delivery and in-store pick ups, our Laundry Bag became a piece of ambient media on the streets, in apartment buildings, hanging on doors and in people's closets. It also became a walking billboard and transit media in delivery van windows.

Insights, Strategy and the Idea

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 this time-poor segment 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.