LG Canada is doing more dynamic storytelling in its creative approach to appliances.
The brand’s new creative platform “In the Zone” aims to demonstrate how its consumer electronics and home appliances products make Canadians’ lives easier.
In one spot featuring the company’s induction range, a home cook has “total control” with pasta dunking itself inside a pot of boiling water, and tomatoes free floating in the air. In another featuring LG’s wash tower, a machine shoots out an item of clothing, which immediately fits itself on a young girl.
The full “In The Zone” campaign also incorporates products from TVs and sound bars to air purifiers and vacuum cleaners.
“We decided to move from features to feelings, something LG and the category hasn’t really done before,” says Andrew Carty, head of strategy for LG’s AOR Forsman & Bodenfors.
The appliance and electronics category has often been about spec sheets and describing the latest features. But Carty says that, in an increasingly competitive space where new innovations are unveiled every year, LG realized it had to pivot from focusing on smart features to how its products made consumers feel.
With every brand having some type of category-winning feature, taking a more storytelling approach was a way to get consumers to see the company in a different light.
“How do we get people to want to invest a bit of time into learning about LG?” Carty asks.
The positioning, Carty says, is a concept LG can really lean into and across categories too: there are other products that can also lend itself to the concept, like laptops and gaming monitors. The “In the Zone” phrase can also makes its way into the company’s sponsorships, most obviously MLSE.
“In the Zone” is an integrated multimedia effort, supported with television, online video, print, OOH, PR and social. PHD handled media, with Reprise on digital. Ad spend is in line with previous efforts.
Carty tells strategy LG is expanding and getting more savvy about its social presence, moving from the Meta platforms to including Snapchat and TikTok. The brand is also returning to TV, using that and OOH for a broad reach that reflects its ambitions for the new platform.
