Title	4 MM - AN EXTRAORDINARY PRODUCT DEMONSTRATION
Brand	LG
Product/Service	LG OLED-TV
Category	A02. USE OF PRINT IN A MEDIA CAMPAIGN
Entrant Company	M&C SAATCHI STOCKHOLM, SWEDEN
Advertising Agency	M&C SAATCHI STOCKHOLM, SWEDEN

Name	Company	Position
M/C Saatchi Stockholm	M/C Saatchi Stockholm	M/C Saatchi Stockholm

Results and Effectiveness

The unique product demonstration and media placement was published on the spine of leading Nordic hifi magazine “Sound & Vision” and quickly attracted attention of over 500 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.

Creative 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.

Insights, Strategy and the Idea

BACKGROUND LG Electronics is one of the leading providers of consumer electronics but had not been able to establish a strong position in the Nordic TV market. It´s not a brand that tech magazines or "hi-fi nerds" talks about in general. But in February 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? STRATEGY The new LG OLED-TV is a true hifi-revolution including a 55" screen, curved shape, unbeatable picture quality by the OLED technology and much more. You can not really imagine how thin 4 mm actually is, and that was the insight we wanted to dramatize. The strategy was in short: Bring the right message at the right place, for the right audience.