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  • SUB CATEGORY :
    BEST USE OF BRANDED ENTERTAINMENT & CONTENT: DIGITAL & SOCIAL MEDIA
  • COMPANY ENTERING :
    HS AD, SEOUL
  • ENTRY TITLE :
    VACUUM CLIMBING
  • BRAND :
    LG CORDZERO CYKING
  • ADVERTISER :
    LG ELECTRONICS
  • AGENCY :
    HS AD, SEOUL/PIXEL, SEOUL
  • EXECUTIVE CREATIVE DIRECTOR :
    YOORAN WOO
  • CREATIVE DIRECTOR :
    MYEONGJOONG KIM
  • COPYWRITER :
    CHANGJAE LEE
  • ART DIRECTOR :
    SANGIL LEE
  • ACCOUNT MANAGER :
    SUNGTAEK YOO/YUNINA PARK
  • ACCOUNT EXECUTIVE :
    CHAEKYUNG KIM/SUNBIN WOO
  • THE BRIEF :
    CORDLESS VACUUM CLEANERS ARE PERCEIVED TO BE CONVENIENT, BUT TO HAVE WEAK SUCTION POWER IN THE MARKET. WHEN PURCHASING A VACUUM CLEANER, CUSTOMERS WERE FORCED TO CHOOSE EITHER CORDED OR CORDLESS VACUUM CLEANERS BETWEEN SUCTION POWER AND CONVENIENCE. CORDZERO CYKING, THE ONLY CORDLESS CANISTER VACUUM CLEANER THAT POSSESSES BOTH SUCTION POWER AND CONVENIENCE.
  • THE STRATEGY :
    CORDZERO CYKING PROVED TO HAVE THE STRONGEST SUCTION POWER AMONG CORDLESS VACUUM CLEANERS. EMPHASIS ON CORDZERO CYKING’S STRONG CORDLESS SUCTION POWER WILL ELIMINATE EXISTING PERCEPTIONS OF CORDLESS VACUUM CLEANERS. THE IDEA IS TO MAKE THE EXTREME CHALLENGE TO CLIMB A SKYSCRAPER WITH ITS RELIANCE ON SUCTION POWER OF CORDZERO CYKING. SIERRA BLAIR-COYLE, THE 2016 US EXTREME CLIMBING CHAMPION, WAS RECRUITED AS CORDZERO CYKING’S COMPETITOR IN THE CHALLENGE.
  • THE EXECUTION :
    CONFIRMING ITS LIMITATIONS OF SUCTION POWER THROUGH AN INTERNAL RIGOROUS TEST. DEVELOPING SUCTION PLATES AS SPECIAL EQUIPMENT TO WHICH A HUMAN CAN HOLD ON. OPERATION OF A PRELIMINARY TEST WITH SIERRA BLAIR-COYL. FINALLY CLIMBING A 139.9M-HIGH SKYSCRAPER. IN ADDITION, THE CORDZERO CYKING CAMPAIGN WAS EXPANDED INTO THE ON/OFF-LINE IMC CAMPAIGN AREA. THE PROMOTION EVENT OF EXPERIENCE THE SUCTION POWER WAS HELD. ALSO, THE OOH ADVERTISING OF PRESENTING THE BEST SCENE OF THE MAIN VIDEO WAS MADE. THE ONLINE EVENT OF UPLOADING PHOTO REPRESENTING CONSUMER’S THOUGHTS ABOUT STRONG SUCTION POWER WAS HELD.
  • THE RESULT :
    THE CAMPAIGN VIDEO RECORDED 22,332,715 ONLINE VIEWS. OVER 90,000 PEOPLE PARTICIPATED IN THE EVENT. CONTINUAL INCREASE OF THE VOLUME OF KEYWORD SEARCHES AND CLICKS (EXPOSED ON AVERAGE 9,028 TIMES PER DAY). GOING VIRAL IN OVER 200 NEWS ARTICLES AND 30 ONLINE COMMUNITIES(ADWEEK, BUSINESS INSIDER, SBS NEWS, AND MANY SOCIAL NETWORK COMMUNITIES). POSITIVE ONLINE BUZZ ABOUT CYKING’S SUCTION POWER WAS SPREAD AMONG CUSTOMERS
  • URL :
    https://www.lge.co.kr/lgekor/microsite/vacuum-cleaner/2016/10/12_codezerocykingsns/w/event_contents.jsp
  • URL :
    https://www.lge.co.kr/lgekor/microsite/vacuum-cleaner/2016/10/12_codezerocykingsns/w/event_main.jsp