Case study
LG BALLER
Turning a new product feature into a category-defining creative landmark for the brand
Highest rated LG creative ever
Direct link to record sales lift
Received positive press for inclusivity
Background
NEW FRIDGE FEATURE: ICE BALLS
LG was coming out with a new line of fridges, and the only differentiator we could see that stood out was the ice machine could make round ice balls. How could we take advantage of this cool new feature?
LG was coming out with a new line of fridges, and the only differentiator we could see that stood out was the ice machine could make round ice balls. How could we take advantage of this cool new feature?
Opportunity
Flip the classic archetype on its head
LG doesn't have anything against cocktails. Ice balls, traditionally, have been the domain of cocktails and fancy bars. But LG didn't want to associate the LG brand with such an outdated and non-inclusive image as the classic, 50's verision of gender or role conformity. That version of the past was ripe for modernizing, showing that anyone can "be a baller" with LG Craft Ice.
Time for a flip. No matter your background, LG Craft Ice enables you to be a baller.
Results
"I want that LG baller FRIDGE"
The creative was incredibly well-received by customers and retailers alike. People were walking into Home Depots across America saying "I want that LG Baller fridge".
Creative retail for record sales
We provided all major retailers with multiple lengths of the video to play near the fridge, digatal banner ads, or display printed signage that paid off on the platform. Queue record sales. Creative can be very motivating when applied to a feature customers want, an emotional call to action, and a sales platform that encourages it.
