Title	DISCHARGE IT IF YOU CAN: WIN A SMARTPHONE
Brand	LG ELECTRONICS UKRAINE
Product/Service	SMARTPHONE LG OPTIMUS L7 II DUAL
Category	C02. MICROSITE
Entrant Company	PRODIGI Kyiv, UKRAINE
Advertising Agency	PRODIGI Kyiv, UKRAINE

Name	Company	Position
Vitaly Tkach	Prodigi	Creative Director
Vasyl Dzesa	Prodigi	Account Director
Polina Cherkashyna	Prodigi	Junior Account Manager
Marko Sharyi	Prodigi	Junior Smm Copywriter
Matvey Velichko	Prodigi	Senior Graphic Designer
Anvar Azizov	Prodigi	Senior Product Manager

Creative Execution

Our task was to show consumers that the brand-new dual-sim LG smartphone is equipped with a super powerful battery. As a solution, we gave every user a chance to discharge our smartphone in real time with incoming calls. They had to sign in with their social profile, share status and dial one of two provided numbers via promo-page. All the incoming calls and remaining battery level were displayed online through the camera, which broadcasted live stream on the site. We awarded users, who managed to discharge the device completely with smartphones and other presents from LG.

The results were stunning. Total campaign coverage: over 12 million people. Over 650 000 unique site visits, which was 3 times more than planned. 12 000 activation participants called at least once. Campaign viral effect: +50% site visits, + 65% participants. Over 6000 hours of active users’ interaction with the brand. And finally, we showed our consumers, that even with nonstop calls, the phone can hold the battery charge over 12 hours day after day.

Smartphones today are an integral feature and part of our lives. However, we are using them now so much, that they go out of charge incredibly quickly. So we become dependent on power supply, and sometimes charge our devices several times a day. In our campaign we were promoting the LG Optimus L-Series Dual smartphones and communicating their key USPs: Dual Sim and 2,460 mAh Battery. With the help of our activation all the users could literarily see that it is hard to discharge a battery as powerful as that of L7 II Dual (our battery could last almost a whole day receiving calls non-stop). The whole campaign used gamification mechanics and prompted an entertaining and long-lasting interaction with our brand.