2013 HSAD CREATIVE POWER : LG전자 에어컨 신규 IMC 캠페인

LG전자 에어컨 신규 IMC 캠페인

Cooling V. Saving V. Inverter V.

 

The Background
The Indian air conditioning market is evolving, with customers at large being very price sensitive. A major chunk of air conditioners sold in India are still Window ACs, and a price change of even a few dollars can make a significant difference.

In such a scenario, it was big risk when the marketing team at LGEIL decided to focus solely on the Inverter V range of LG Air Conditioners for the year 2012~13. In addition to being priced higher than air conditioners with traditional compressors, the benefits of Inverter V Technology had not been effectively communicated by various brands in the past. Past experience told us that customers would not show a preference for the premium range of air conditioners without being strongly convinced about reasons to do so.

 

The Communication Challenge
Simply put, the challenge for the team at HSAd India was twofold: Firstly, we had to establish the brand name‘, Inverter V’and drive home the point that we were different and better than other brands also offering Inverter Technology. Secondly, keeping in mind the low awareness levels about the technology itself, we had to communicate the core benefits of the technology i.e. faster cooling and greater energy saving.

 

The Thought Process
From the communication point of view, the task was both a challenge and an opportunity. Embedding the brand name Inverter V in the minds of people and communicating the benefits of a relatively unknown technology was always going to be challenging. But then, as always, the task also offered an exciting creative opportunity. The opportunity to create differentiated communication and be heard and remembered in spite of a very conservative media budget.

 

The TV Commercial
After numerous rounds of internal brainstorming sessions, the creative team conceived the core creative idea– Cooling V, Saving V. Inverter V. In addition to being a very memorable tagline, the concept very clearly established the core benefit of Inverter V technology i.e. Faster Cooling and Energy Saving. What added to the memorability of the film was the catchy jigle that was set to a hummable tune - It’s More‘n’ More…More‘n’ More, No… No… It is Less… It is Less… where we see two couples dancing to

 

 

 

 

the composition. The couples move their fingers in clockwise and anticlockwise directions to indicate more cooling and less energy consumption, finally forming a‘V’when the fingers meet.
This jingle, was very well received and highly recalled. It went on to become the ringtone for LGE employees, business and trade partners, by choice.

The Extensions
In addition to a TV commercial that led the campaign, the core idea of Cooling V, Saving V. Inverter V was extended in the form of an integrated campaign with print, outdoor, in-shop, digital and social

 

 

 

 

 

ideas to support the core idea. A holistic approach helped create a buzz leading to increase brand
recall, market share and sales.

The Results
The Cooling V, Saving V. Inverter V campaign was received very well by customers and trade
partners alike. The campaign worked wonders for LG Inverter V Air Conditioners leading to a
significant increase in brand salience and sales. During the campaign period, the brand captured a
volume share of 7.5 lac units. Overall sales increased by 20% over as compared to last year. Even in
the very competitive multi-brand outlets scenario, the brand share increased from 20% to 24%.

 

Nitin Makdani | 뉴델리 법인 Biz Head-VP
nitin@lgadindia.com