The Challenge

LG wanted to strengthen the communication of its premium top product line, mainly in traditional media. Because these are exclusive products with big price tags, the main target group is narrow and connected to limitations in public awareness and media outlets. On the other hand there is also a potential public interest as the products showcase attractive new solutions and features that soon will be established as defining for the technical development in the years to come. During a period with no new product launches the challenge was to offer to media attractive content with relevant actuality for publication.

Strategy and Execution

GK developed a versatile format for collaborations and partnerships with noted creatives, who through craftsmanship and personality match LG's highest level of ambition and vision ”Art Inspires Technology, Technology Completes Art”.

Selected media was invited to a series of exclusive events, bringing focus to LG SIGNATURE's prime features and advanced solutions for sustainability. Johan Magnusson, of Sweden's top commercial wine cellar, demonstrated storage and best serving of valuable wines in connection to the features presented by the cutting-edge technology of LG SIGNATURE's Wine Cellar. Mischa Billing, well-known expert from Swedish Masterchef, shared insights in upcoming international trends in food and taste as well as the possibilities of modern refrigeration technology for best preservation of products and flavours. Iconic fashion designer Lars Wallin lectured on sustainability, clothing care and challenged our expectations about machine washing by designing a delicate couture dress made for going into the LG SIGNATURE washing machine. Together with artist duo Alexandrov Klum we produced an entire pop-up art exhibition in central Stockholm, to demonstrate the amazing potential for detailed visuals in extreme 8K OLED TV resolution.

Results

All events generated valuable contacts with media, and by offering strong content they resulted in much press coverage where both brand and product were well integrated in the published articles. Total reach can be estimated to approx. 4 million viewings in traditional and social media. 36 articles were published in many important Swedish media outlets and magazines. Also, the concept SIGNATURES by LG SIGNATURE has now been established and can be used to initiate more creative collaborations where innovative technology and art/design can merge and inspire.