THE CHALLENGE:
LG has a suite of of new “Home Electrification” products that are designed to be more efficient, more sustainable, and more affordable over their lifetime—improving the way we run our homes in the same way EVs are changing the way we drive. These products are spread across multiple business divisions within the company and they had never done environmental and sustainability messaging before. Adding to the complications, rebates and incentives for these products from the IRA (Inflation Reduction Act) are rolling out state-by-state instead of nationally.
THE SOLUTION:
We helped multiple business groups across America and South Korea to strategically unite their messaging around the idea that a switch to any of these products is a “Switch for good.” Creatively, we brought the campaign to life by magically adding the environmental and sustainability messages to the switches, dials, and displays of the products themselves. Then, to connect everything to the brand’s “Life’s Good” promise, we crafted an upbeat and optimistic music track called, “Feeling Good.” In addition to the :30 and :15 second commercials, the project features a full array of integrated digital and social ads.
THE RESULTS:
This campaign just launched, so we don’t have any metrics yet.
"Switch for Good" :30 Commercial
"WashCombo" :15 Commercial
"Induction Range" :15 Commercial
"Heat Pump Water Heater" :15 Commercial
"Heat Pump HVAC" :15 Commercial