LG takes to testimonials to plug TVs too good to plug on TV
LG has tackled the problem of showcasing how good its TVs are to people watching the ads on not-so-good TVs with a new take on the testimonial.
The company has gone back to a tried-and-true approach to selling its sets, picking a number of families who own its latest model OLED TVs and having them explain why they bought them.
Angus Jones, general manager of marketing at LG, said the new approach was the result of an earlier campaign that featured people reacting to the TVs in Harvey Norman stores.
“It’s been a 12-month journey for us and it started when we did the side-to-side tests in stores,” Jones said.
“The challenge we have as a vendor is that everyone says they have the best TV. But when we do have a TV that is the best, the only way the customer can see the difference is when you see the TV.
LG launched the OLED challenge in Harvey Norman stores and then used the reactions as the base of its marketing campaign.
“The campaign worked exceptionally well for us and we tripled the business from a value perspective.”
Moving forward the company needed a way to continue to drive sales, but the challenge was that the actually difference between the OLED sets and rivals did not show up on TV ads.
“What we did was we went and looked at our database of customers and asked would they be prepared to do a video validation of our TV.”
The agency, Tonic, found four families interested in being part of the campaign and it shot four unscripted ads that they hoped would result in two that could be put to air.
“We filmed for about 30 minutes with each interview and we were able to get four quality ads,” Jones said.
The campaign has been cut into 30-second ads for TV, with longer 90-second versions running online through social media.
Credits:
- Client: LG Electronics, Australia
- Marketing Manager, Home Entertainment: Grant Vandenberg
- Agency: Tonic The Agency
- Creative Director: Alan Crowne
- Senior Art Director: Melba Gounas
- Account Manager: Simon Payten
- Production Company: Alexander Thomas Media Co
- Director: Matias Bolla
- Producer: Marcel Varnel
- Editor: James Medlam and Matias Bolla
