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FMBX News
Posted: Oct 13, 2010
LG embarks on second tour with Sense
LG Electronics (LG) has launched an experiential tour of retail car parks around the UK to highlight product benefits to consumers and the retail staff. Working with experiential agency Sense, LG will visit stores such as John Lewis, Comet and Currys from now until mid-December, offering incentives to purchase, competition prizes, and beauty therapies in exchange for a product demonstration.
The idea promotes LG’s ‘Life’s Good’ message by offering complimentary treatments such as massages, manicures, pedicures and facials to tired shoppers while they are given demonstrations. In addition to receiving a free treatment, visitors can take advantage of a gift of his and hers bath robes from The White Company, if they purchase the 11kg Steam Direct Drive washing machine before the 24th December. In addition to this, they can win a range of time saving treats including 25 hours of help from a personal assistant, a quarterly clean of their house or a 3 course meal for a family of four delivered to their door once a month for a year.
Over the coming weeks, 15 locations will be visited each weekend with four fully trained LG brand ambassadors taking customers, and floor sales managers, through demonstrations of the LG washing machines.
This activity will provide LG with the perfect platform to demonstrate the benefits of its top-of-the-range washing machines, to help make the choice easier for consumers when they are researching which home appliance suits them the best. The aim is to translate the technology jargon to a language that is easy to understand and relevant to consumers, while positioning LG as a friendly face to speak to about home appliances.
Kate Seabrook, consumer marketing manager for LG Home Appliances says, “We wanted to find a way to bring the technology to life when people are thinking about their next purchase. Our approach of targeting consumers who fit into our key target audience while they visit electrical retailers is the perfect way to reach out to the right people at the right time. We undertook similar activity last year with a significant uplift in sales of the 11kg Direct Drive and hope to achieve similar results this year for the new 11kg Steam Direct Drive.”
