A series of new TV spots featuring college hoops’ team mascots, supported by game-related social media content, showcase appliance innovations in a new LG ‘Life’s Not Perfect. Life’s Good’ campaign launching during March Madness.
The white goods brand is using its NCAA rights around the Division 1 Men’s University Basketball championship to show off how its new technologies fit into consumers’ busy, everyday lives.
Developed with creative agency 72andSunny, the activation promotes new LG products: including its SideKick pedestal washer and the InstaView door-in-door refrigerator.
The first two ads, in a set of eight television commercials, will run during the NCAA Final Four tournament and feature a team of college mascots (including Michigan State’s Spartan, University of Kentucky’s Wildcat, Oregon State’s Benny Beaver and University of Colorado’s Ralphie the Buffalo).
The first spot sees the mascots showcase the InstaView door-in-door illuminating technology by knocking on fridge doors and reveal what’s inside: the food within is nominally diet-appropriate to each mascot (eg the beaver’s refrigerator contains wood, while the Spartan’s fridge contains protein shakes).
The 30-second ‘Mascots Knock’ ad was first posted on LG’#s YouTube channel on 14 March
This was followed by a washer focused ‘Messy Mascots’ commercial posted on the same day.
Both ads aim to drive viewers to learn more about the product and the technology online at http://www.lg.com/us/discover/instavi…
The campaign also links to a competition strand which asks viewers to vote for their favourite mascot from the spot to be in with a chance of winning ‘Final Four’ tickets.
This contest primarily runs across LG’s social platforms including Twitter
Win #FinalFour tickets! Tell us your fav. mascot from the video w/ #LGSweepstakes for a chance to win! #LGInstaViewhttps://t.co/PP0A2gLUYk pic.twitter.com/SAOzuQg5Bs
— LG Electronics (@LGUS) March 14, 2017
and Facebook.
Further supporting social media content strand running in parallel with March madness action is led by short clips of each competing team’s mascot reacting in real-time (or at least low-latency) as their college plays tournament games.
The ‘fun and foolish’ activation phase runs primarily on Instagram and Twitter with content pieces carrying a series of campaign and property related hashtags such as #LGInstaView, #LGSideKick and #MarchMadness.
FACE OFF!@UM_Sebastian vs. @TheRealSparty
TONIGHT!#MarchMadness#LGInstaView pic.twitter.com/TfvUfVnqbd— LG Electronics (@LGUS) March 18, 2017
The #1 seed gets it done! @UNC_Basketball is dancing to the #SweetSixteen #MarchMadness #LGSideKick pic.twitter.com/NBodWiIV1g
— LG Electronics (@LGUS) March 20, 2017
Ready to lap up the competition in the #SweetSixteen! #MarchMadness #Purrrfect #BBN #LGInstaView pic.twitter.com/eDlSxXm6Ic
— LG Electronics (@LGUS) March 19, 2017
‘It [March Madness] is a unique opportunity for us to showcase our products,’ explains Peggy Ang, senior director of brand marketing for home appliances at LG.
‘We’re entertaining our customers in a new and disruptive way.’
‘Authenticity, and recognizing that life’s not perfect, is at the heart of our brand promise,’ adds David Vander Waal, LG Electronics USA marketing VP.
‘We coupled that with the passion points of where our consumer lives, and entertainment, sport and culture are all things they’re invested in.’
The ad campaign was supported by (a slightly disconnected) launch event activation on 7 March when LG hosted a ‘Knock for Beats’ in New York to show the InstaView refrigerator’s features.
This saw LG recreated covers of pop songs using the ‘knock knock’ beat that happens when a customer knocks on the fridge door.
The campaign includes on-site branded space at the Final Four which included plenty of participatory experiences (as well as products pon show) for the fans attending the tournament climax).
Activative Comment:
This year’s leverage programme, LG’s eight year as an NCAA partner, follows on from 2016’s ‘Do Gameday Right’ multi-platform, multi-phase campaign.
This was an eclectic mixed colour-and-technology themed initiative spanning ads, digital, social and on-site and which aimed to entertain, to ensure fans have ‘the ultimate tournament game day experience’ and ‘showcase LG’s product range’ (see case study).
Linking white goods and household appliances to sport in an arresting and engaging way that showcases genuine synergy between product and property is something of a challenge and LG has a mixed track record.
Some of its more successful activations have included LG’s 2015 ‘ICC 100 Greatest Fan’ World Cup initiative (see case study) and its 2012 rugby ‘Tunnel Takeover’ in South Africa.
For further insights and ideas around white goods and sports sponsorship see our White Goods & Football’ ideas briefing report here.
Links:
LG
https://www.facebook.com/LGUSA
https://www.youtube.com/user/ExperienceLG
https://uk.pinterest.com/lgusa/
72andSunny
https://www.72andsunny.com/
NCAA
