2012 Winners & Shortlists

Results and Effectiveness

In addition to the impact and product engagement with the new target segment, LG was able to achieve • Reach 184,520 individuals on a daily base (as per Emirates Stations Footfall Statistics) • 50% reach amongst males living in Dubai city • 3% increase in monthly sales

Creative Execution

To communicate the large capacity of the machine, we branded 10 patrol stations using 3D die cuts placed at the manual car wash and automatic car wash entrances (total of 19 manual wash and 10 automatic wash entrances) To further enhance their journey we offered drivers LG 3D phones that displayed 1min vignettes about the features of the washing machine in 3D, to watch while the car is being washed; adding an additional communication touch point and more hands on details We also added LG branded mirror hangers inside the cars and used LG branded floor mats, instead of the ones used by the station; to provide extra mileage to the communication of the product.

Insights, Strategy and the Idea

Traditionally, the Washing Machine is women focused category In the UAE, 80% of Dubai residents are expats; 67% which is males. Expat males tend to have busy schedules and less time for weekly chores like laundry. Out of convenience, they rely on doing their laundry in bulk. Thus, it was crucial to focus our attention on this audience and open a new vertical communication with them, to launch the new “Largest Capacity Steam Washing Machine with 6 Motion Inventor Direct Drive”. We needed to communicate with the audience, at the most appropriate touch point, where we can reach the consumer with their mindset focused on cleanliness and weekly chores. Based on research, 75% of the males visit gas stations twice a week. 55% of them wash their cars at least two times a month and spend a minimum 40 minutes for every car wash. So here we go