Seven brands on experiential: LG

Carolyn Anderson, marketing director, LG Electronics, explains how experiential marketing is so effective at reaching out to consumers and changing purchasing habits.

  • ‘LG Paper-thin Home’: The brand collaborated with Instagram influencer and paper artist Paperboyo

    ‘LG Paper-thin Home’: The brand collaborated with Instagram influencer and paper artist Paperboyo

  •  ‘LG Paper-thin Home’: paper-thin household items were featured to launch the LG Wallpaper TV

    ‘LG Paper-thin Home’: paper-thin household items were featured to launch the LG Wallpaper TV

  • ‘LG Paper-thin Home’: created for the launch of the LG Wallpaper TV, just 2.57mm in depth

    ‘LG Paper-thin Home’: created for the launch of the LG Wallpaper TV, just 2.57mm in depth

  • Visitors to the ‘LG Paper-thin Home’ at Old Spitalfields Market were able to interact with the display

    Visitors to the ‘LG Paper-thin Home’ at Old Spitalfields Market were able to interact with the display

  • The ‘LG Paper-thin Home’, featured household items, which were slimmed down to a depth similar to paper

    The ‘LG Paper-thin Home’, featured household items, which were slimmed down to a depth similar to paper

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"Experiential marketing allows the brand to truly own the experience and create more impactful and controlled messaging than in a retail environment, where consumers are often overloaded with complex terminology and information from other products and brands competing for their attention.

"This type of activation goes beyond the retail space, and takes the brand experience to the consumer, tapping into their interests and passions to communicate new products. In doing so, consumers are able to associate their own personalities with the brand effectively to encourage brand loyalty and change purchase habits.

"We recognise that not all consumers are in the market for all our products so experiential marketing is a vital medium through which our brand can reach out to even those who might not immediately consider the product. LG recently demonstrated this with the launch of the new LG Wallpaper TV. At just 2.57mm in depth, the TV is a technology first and to celebrate its arrival in the UK, LG created the ‘LG Paper-thin Home’ in collaboration with Instagram influencer and paper artist Paperboyo.

"The ‘LG Paper-thin Home’, situated in Old Spitalfields Market, featured regular household items which, much like the LG OLED Wallpaper TV, were slimmed down to a depth similar to paper. While most furnishings simply wouldn’t work at this size, LG has made the impossible possible with an impressive, futuristic TV, which has received critical acclaim for product design and innovation. Throughout the day, ambassadors engaged visitors to interact with the display and discover more about the technology behind the innovative new TV. The collaboration with Paperboyo not only exposed the LG brand to his huge six-figure Instagram audience, but paper cut-out workshops hosted at the ‘LG Paper-thin Home’ encouraged further engagement with the experiential activity in a creative and fun way."

View the full Brand Experience Report 2017 here, plus the top 45 agencies list

More: This year's Brand Experience Report also includes Brand Experience Report 2017 – Top 13 stats and an overview of the report on The age of integration, plus a Stats overview.

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