Background:
LG’s OLED TVs were widely recognized for their superior performance in movies, sports, and general entertainment. However, in the gaming market, competitors Sony (leveraging its PlayStation brand) and Samsung (via a partnership with Xbox) enjoyed a stronger reputation. Heading into the 2020 holiday season, with LG's lineup featuring upgraded gaming specs, consumers home due to the pandemic, and next-gen PlayStation and Xbox consoles launching, LG had a unique opportunity to broaden its appeal to a new audience.

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Activities:
Using a combination of internal product registration data and third-party market research, we identified gaming as a key growth opportunity and I briefed our advertising and PR agencies to concept and execute an integrated campaign tailored specifically to gamers.

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My objective was to reposition LG OLED TVs as the top choice for gamers, targeting a younger audience to drive short-term sales and build long-term brand loyalty. We needed to shift perception and increase relevance in a space where LG lagged behind.

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The result was “Zero In”, a campaign grounded in insights showing that gamers seek full immersion and a “flow state” experience to escape their everyday lives. To highlight how LG’s technology delivered that, I secured a partnership with game publisher Ubisoft, gaining early access to IP from their highly anticipated release Assassin’s Creed Valhalla. We created a content series featuring popular influencers from entertainment, sports, and gaming, showcasing how LG OLED TVs helped them “Zero In” and elevate their experience.

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The paid digital campaign was amplified through the influencers' social channels, retail collaborations and PR efforts, including personalized outreach to gaming and lifestyle media. To boost credibility, we collaborated with e-sports powerhouse Evil Geniuses, launching a sweepstakes and creating exclusive content for fans.

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Results:
The campaign delivered exceptional results:

• 2.2 billion+ PR impressions

• LG ranked as the #1 gaming TV on multiple industry lists

• Strong positive sentiment across video content and influencer channels

• 70% year-over-year unit share growth in Q4 2020, making LG the #1 brand in the category