BACKGROUND
LG is one of the leading providers of consumer electronics but had not been able to establish a strong position in the Nordic TV market. But in 2014, LG launched their new OLED-TV, the world’s largest and slimmest (only 4 mm) OLED TV.

CHALLENGE
How could we get the target audience to experience how slim a LG OLED-TV really is? And spread the word?

EXECUTION
We realized that leading Nordic hifi magazine, “Sound & Vision” also happened to be exactly 4 mm thin. A coincidence leading to a unique product demonstration on the spine.

RESULTS
The unique product demonstration quickly attracted attention of over 700 technology sites and blogs around the world, including Gizmodo, Mashable, The Verge, Feber.se, Itavisen.no and computerworld.dk (some of the most prominent media to create awareness among the target group), which in turn generated a large spread in social media and truly emphasizing the LG Electronics tagline: It’s All Possible.