Case study
LG OLED TV Launch
Using a positioning strategic approach to a creative marketing problem
New TV technology
76 Home page takeovers
Sales jump to #1
Video Case Study
Introduction
Background
INCREDIBLE INVENTION
Many companies had tried to create OLED TVs over the decades, and all had failed. Then LG invented a new kind of television technology, which uses organic self-lighting pixels to create what experts call the best picture quality for televisions ever. It broke all the records and ratings for viewing quality.
Situation
HIDDEN UNKNOWN
The category of television was overwhelmed with noise from multiple major home entertainment manufacturers, so the LG OLED TV technology remained hidden from the vast majority of potential customers. Confusion and misrepresentation of the technology made it hard to find information about it. Only on third of the target had even ever heard of OLED TVs at all.
Opportunity
CREATIVE POSITIONING AS CREATIVE
LG was excited enough about the new technology to try something bold. With LG’s encouragement and backing from the reviewing community, press, and technology pundits, we made a major push for classifying the television differently than the LED TVs before it. We reached out to all retailers of all sizes, as well as tech review publications and influencers, to announce that LG OLED TVs would be categorized through the product selection process itself as a separate, new category of television.
Approach
NOT JUST A NEW TV.
A WHOLE NEW CATEGORY OF TELEVISION.
We called Best Buy. We called CNET. We called them all. Working directly with reviewers and being sensitive to legal wording, we moved forward with a combination of creative headlines, breakthrough visuals, and content that all had a central and powerful theme. That this was not just a new kind of TV, but a whole new category of television. More than just a headline, it was a fundamental shift in the product category itself, ushering in a new era of the highest quality television that can be owned.
Results
OLED BECOMES #1
After this new positioning was implemented through all retailers, and a massive branding campaign was produced through literally every TV tech media outlet, OLED TV sales skyrocketed from a low third to #1 in the premium TV category.
