LG Signature Activations 

THE BRIEF

As part of the LG Signature launch, LG asked Havas Sports & Entertainment to help build leadership and credibility in the new ultra-premium segment using the global platform, “The Art of Essence”. This platform allowed LG to amplify the LG Signature range’s design credentials in three key areas:

• Driving awareness of the range to industry experts at trade exhibitions as well as recruitment of designers to facilitate complimentary interior design consultations to LG customers
• Demonstration of the range at premium shopping centres and airport lounges to high net worth individuals and the offer of a free interior design consultation to drive association in this space
• Creation of a content series with LG Signature interior design ambassador Darren Palmer, amplified through a partnership with the biggest real estate portal in Australia

THE PASSION

For the Signature Series buyer, how the product looks in their home is a key driver of purchase so whilst functionality is important, their purchase decision will ultimately be about looks. By creating something that appealed to our buyers’ passion for design, helped establish credibility for LG in this space.

THE WORK

We created two display units which toured around Australia’s Eastern Seaboard to both trade shows & consumer facing locations, allowing consumers to immerse themselves in the LG Signature Series and trial the range. Our minimalist and modern design complimented the series of products and was designed to encourage people to enter, sit down and watch the LG Signature smart TV, or walk through the display to touch, feel and engage with the LG Signature range.

Our LG team of experts were always on hand to answer questions about the range, capturing customer data as well as offering interested shoppers the chance to receive a complimentary interior design consultation from design ambassadors recruited at the trade shows.

In order to deliver reach to keen interior design fans outside of the experiential tour, we partnered with Domain.com.au, Australia’s premium real-estate portal, to deliver relevant & engaging content aligned with the key attributes of the Signature series - Smart technology & simple design – leveraging interior design contributor and LG Signature ambassador, Darren Palmer.