Tonic the Agency’s LG Australia campaign scores two Golds at New York Festival AME Awards

March 23 2018, 9:49 am | BY Ricki Green | 4 Comments

image007-thumb-400x287-258797.jpgTonic the Agency and LG Australia have received two Gold Awards at the prestigious 2018 New York Festival AME Awards for their ‘Bring Cinema Home’ campaign.

 

The New York Festival AME Awards honour work that demonstrates ground-breaking solutions to challenging marketing problems across the globe. According to the organisation, winning campaigns address a challenge in the marketplace, with the creation of a thorough marketing plan to deliver a successful execution, and utilise outstanding creative solutions. LG Electronics Australia and Tonic the Agency received gold awards in two categories for ‘Bring Cinema Home’: Electronic, Consumer and Guerrilla/alternative media.

‘Bring Cinema Home’ was launched in June last year. The campaign highlighted how 2017 LG OLED and SUPER UHD TVs are enabled with specific technologies so that Australians can enjoy premium cinematic-viewing experiences at home.

 

LG took to the streets to find out exactly what Australians thought of the company’s 2017 TV and AV products. A pop-up cinema in Sydney CBD’s World Square was created where visitors could check out the 2017 products in a cinema-like setting. During the two-day activation LG received real feedback from consumers to create authentic TV and digital content.

 

The result provided real-time exposure to LG products and content that everyday Australians could resonate with. Check out the campaign video, here.

 

In addition, LG asked guests at the activation to share pictures and videos, using the hashtag #LGHomeCinema, on their social platforms with the chance of winning an LG Home Cinema Package.

 

Results

  • The campaign has reached more than 6 million Australians on social media channels since June 2017
  • The communication drove a 257% increase in website traffic to LG.com TV pages
  • More than 2,000 visitors to the World Square activation
  • View the case study submission, here.

 

Says Tony Brown, marketing manager for LG Home Entertainment commented: “We are honored to have received recognition from the prestigious New York Festival AME Awards for our ‘Bring Cinema Home’ campaign. Our goal for this campaign was to develop an innovative and integrated strategy that educated our consumers in an engaging and fun way.

 

“The pop-up cinema concept achieved our goals, and provided us with the opportunity to give Australians real exposure to our products and capture authentic content that we could leverage in TV and online channels throughout the country.”

 

Says John Eptaminitakis, managing director at Tonic the Agency: “First off, we are delighted to receive two Gold Medallions from the AME Awards. We have been working closely with LG as their creative and digital partner for more than two years and these awards are a true testament to our close and collaborative relationship.

 

“‘Bring Cinema Home’ was a great opportunity for our agency to work on a creative campaign that resonated with Australians and delivered real results for our client; receiving global recognition is a credit to our team and the results have surpassed our expectations. We are thrilled.”

View the 2018 winners here.