2013/05-06 : Power Campaign - LG TECH SHOW, 2013

Power Campaign

Over six hundred dealers, one hundred and fi fty national media representatives, sixty bloggers, over 300 LG India employees and dozens of world beating products on display for the fi rst time in the country. Yes, GIIR India put up one of the biggest technology showcase events of the country – LG Tech Show 2013 – spread over two thousand two hundred and sixty eight square meters. The event ran for two days – 22nd & 23rd April 2013 – and going by the initial response and reviews, it was a blockbuster success to say the least.
This was the first time in the history of LG Electronics that the Annual Dealer Meet was planned to be celebrated as an annual tech show for all the stakeholders. The idea to convert the Annual Dealer Meet of LG Electronics to LG Tech Show was conceived in conjugation with the Corporate Marketing team at LG. Right from the conception stage, the idea was to make the event a platform where all stakeholders could look at and gain a fi rst-hand experience of the technological strides the brand was confi dently taking.
Given the scale and stakes, the LG Tech Show 2013 was very challenging to say the least. The timeline was very tight and the expectations rocket high as usual. But what really gave confi dence to LG Electronics before awarding the job to GIIR India was the ‘Integrated Marketing’ strength of the company. GIIR India works as a 360 degree communication agency in India and has dedicated ATL, BTL, Retail and Digital teams with equal competence in all the verticals.
The integrated approach of GIIR India came in handy when the agency approached the conceptualization and execution of LG Tech Show 2013. The ATL, BTL and Digital teams were briefed simultaneously to make up for any time lost and approach the task at hand from all possible directions.
While the ATL team began work on creating the branding unit and a slogan for the event, the BTL team began work on conceptualization of the on ground design and structures. It took a while and a lot of initial discussions with the client to get a nod on both. GIIR India came up with a winner look with the Branding Logo unit. This truly represented
the Technology aspect, Innovative, Futuristic and yet contemporary. Once the branding unit was approved the ATL team began work on the items such as press invite, backdrop, standees and panels for the overall event concept.

In addition, the bigger challenge before the ATL team was to begin work on the product literature of each product category. Each category had a specific requirement and approach in mind. Individual teams at GIIR India got in touch with brand managers at LG electronics India and understood their specifi c requirements before work was initiated.
Meanwhile the BTL team was at work as well. While the initial plan of LG Electronics was to showcase the entire range of LG products, the BTL Team had a slightly ‘futuristic’ suggestion to make. The plan was modifi ed to showcase only high end and technologically superior products and turn the event into an opportunity to showcase the technological strengths of the brand.
To draw inspiration and turn LG Tech Show 2013 into a truly international event, a trip was also undertaken by FSE to Korea to understand and study various events of a similar nature and enrich LG Tech Show 2013 with the learning.
The design structure was put in place and 3D modeling shared with the client. Parallelly, the hunt for vendors who could carry out the actual on ground fabrication and execution of display and event area began. The process was complex and choosing the right vendor was of paramount importance. Finally, the vendor selection process was completed with competent teams on board.
The ATL team carried on with the execution of product literature and POS items for individual products. The team was fighting for every second right from the word go. The most challenging task of the lot being, the designing and printing of Home Entertainment Range Catalogue which ran into 72 pages, within a week. Giving the magnanimity of the task at hand, meticulous planning was needed to conceptualize, execute and print the catalogue within the given time frame. The in-house capabilities of the ATL team made it possible much to the delight of the client.
As GIIR India is an Integrated Communication Agency, with equal competence in the digital and social arena, the task to create a buzz around LG Tech Show 2013 was also awarded to the agency. The digital team worked in complete co-ordination with the ATL and BTL teams to understand the activities and chalk out a full proof digital strategy to use the opportunity to creates a buzz around the brand.
To start with, the digital team fi rst created a Microsite and a WAP site to create awareness and give out information about the date, time, venue and concept of the event. The social team meanwhile started working on the strategy to create a buzz on the social media and make the LG Tech Show at par with the latest digital activities - such as RFID (Radio Frequency Identifi cation) integration, Video Wall, Photo Booth,Blog Widget Integration.
Though the social team had started planning for the event well in advance, the real action started fi ve days before the main event. After two days of rigours discussions and inferences, the final detailed activity plan was finalised on 18th April. The next 48 hours, content writers, community manager and social planner worked day and night to create the initial content bank. After 2 days of preparation the social team was ready with around 50 posts, 250 tweets and creative to be shared on various platforms – RFID feeds, Facebook posts, and Tweets.

As the event day drew closer, it was time to finally execute all the planning. The fixtures, the panels, the products, the product literatures; everything began coming together to reveal one grand plan – The LG Tech Show 2013.
On the morning of 22nd April 2013, the fi rst day of the show, the stage was all set. Everything had magically fallen in place. The venue for the event Kempinski Ambience Hotel was a sight to behold. Over seventy futuristic products were on display including the World’s fi rst 55 inch OLED TV, Pocket Photo Printer, Aramid Home Theatre, X Boom audio system, the largest capacity Laundry washing machine, PC line-up of Tab-Book-H160 & LG Z360 Ultrabook and Optimus G Pro.
Dealers from across the country were delighted to see the range of products on display. There was a positive buzz around the venue with dealers interacting with LG Electronics India employees and getting a fi rst-hand experience of futuristic products. The social media team was also ready with full gusto to make the execution as smooth as possible. A few glitches started appearing in the RFID integration, the LG Ad Social team supported the RFID team both technically and practically to resume the operations perfectly.
During fi rst day, around 550 Trade Partners used the RFID tags, 260 pictures were taken on the Video Wall which were shared on registered Facebook accounts of the Trade Partners.
The fi rst day Facebook posts on the brand page reached an estimated 28,000 users.
By the end of the Event, the LG TechShow posts on the Brand Page had an average interaction of 843 per post, 122,384 reach and a total impression of 231,133.
The second day of the show, 23rd April 2013 was exclusively for members of the media. The excitement was for all to see. Tech writers covered the show extensively, wrote about it, tweeted and discussed.
Seventy bloggers were also invited to write about the show. The two event hash tags- #LGTechShow and #SuperLikeTechMoment reached 291,981 tweeple and the total impression of the two hash tags was a whopping 2,847,055.
The event concluded with great fanfare and was a resounding success. So much so that it has been decided to make the show an annual event that’ll be much bigger in terms of scale and involvement.

 

 

Nitin Makdani
Business Head & VP GIIR India

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