HSAd - Branded Utility of the Year

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Company: HSAd, Seoul, South Korea
Entry Submitted By: KCU
Company Description: HS Ad is an advertising agency that was established in 1984 as an affiliate of LG Group.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Branded Utility of the Year

Nomination Title: LG DIOS Light Wave Oven Campaign_9 Cooking Challenge

Tell the story of this nominated brand experience program for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Difficulty of target expansion due to psychological barriers thinking ovens are expensive, inconvenient. Inexpensive small-sized cookware comes in as a substitute, and competitors’ search queries exceed our company’s. And there is an absence of brank link called ‘light wave oven = LG DIOS wave oven.’For reducing consumer barriers and expanding the market by redefining with Kitchen necessities that is wanted to be used everyday, 9 in 1 function highlighted to assemble nine unorganized little cookware on the table all at once. We developed a key message that enforces consumers to buy products “Every dish in the world, with one light wave oven.”

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

-Campaign in progress 4/25 ~ 6/30 (based on 6/7 data)
-Recording 3,261,341 video views total
-200% increase in search queries since launch.
-600% increase in product site influx
-Acquired a 90-point survey on brand preference (the highest ever)
-10% increase in sales during the period.
-Expansion of positive online buzz for consumers who want to "buy"