Case study
LG Song of INSPIR[Ai]TION
Getting LG customers excited about AI
Multi-target audience
Broad category
Cutting-edge AI made more human
Video case study
Introduction
Background
AI IS NOT "LIFE's GOOD"?
AI can be overwhelming initially, making it challenging for LG to persuade customers that it's an exciting aspect of their products. This is particularly true for LG's home and kitchen appliances, which often incorporate AI technology. Whether it's a smart speaker, a TV, or an appliance, LG is determined to spark customers' enthusiasm for AI.
Insight
PEOPLe like ai smart speaker tech
After conducting some user research, LG found that most people have positive feelings about AI based on their experience with smart speakers. They don't feel intimidated, instead, they feel like it's a useful and fun tool.
Insight
Life's good with goals
When people think about appliances, it's hard to get excited. However, certain people do express that with their laundry and food being done with less effort, thanks to AI, they can spend more time accomplishing goals that they set out to in their life. For goal-oriented people, that's what life's good means.
Idea
Betty who and LG AI create most Motivational song ever
Produce a special AI-generated song by blending empowering and uplifting melodies, collaborating with the talented musician Betty Who, we will present this inspiring composition at "The Color Run," an inclusive 5K race event. This exciting occasion combines music, AI, and personal aspirations. Plus, enjoy delicious food from an LG kitchen and immerse yourself in the music playing through LG speakers along the running path.
Results
