Campaign details

Brand: LG
Lead Agency: InMobi
Region: APAC

Strategy

Objective

LG is a South Korean multinational electronics company that aims to enhance the lives of consumers with great values, benefits, promise and personality.

LG launched its AI-ThinQ powered smart TV range with the aim of bringing artificial intelligence to TVs in India, targeting affluent users with a knack for adoption of advanced technology. LG aimed to drive brand awareness among its target audience about the AI ThinQ TVs, with a pinch of innovation. The focus was on driving active brand engagement and enabling customers to experience the voice recognition feature of the newly launched smart TVs.

LG wanted to figure out the most effective way of bringing the AI experience to the consumer at their fingertips, without requiring the consumer to walk into a retail store.

AI is the next frontier in technology and as a leader in home appliances and consumer electronics, LG had a responsibility to make AI more approachable and less intimidating. The focus was on driving 'active' brand engagement and enabling customers to experience the voice recognition feature of the newly launched smart TVs. LG wanted consumers to experience all of this with minimal effort and for it to be unlike conventional channels such as store visits.

Target Audience