Modern day world of business means surviving tough competition. What is the better way to promote a product when touches people’s lives? Well that is exactly what LG has done through its latest advertising campaign that has swept thousands across the globe.
A uniquely created flash mob at the Ambience Mall in Gurgaon, India, has made LG an instant hit among the consumers. While other Consumer Electronic companies are still busy trying their hand at inventing newer promotional techniques, LG’s path breaking advertising campaign of a flash mob seems to be a massive worldwide hit. Performed on October 6, 2012; the flash mob act video has been one of the most talked about and shared videos online.
The idea behind it was clear to reach the audiences and set LG apart from other consumer electronics in India. In the backdrop of Gangnam style LG flash mob acts across the globe, the company decided to cash in on the ongoing rage to prove a point that life’s good with LG.
Flash mobs are a unique way to catch the audience’s attention in public places, which have taken them by a surprise act. While people are at their routine work in public places there, comes a sudden gathering of people who decide to perform certain predetermined acts for a cause. Generally, such a cause may be public entertainment as seen through ‘kolaveri di’ style dance performances or even have a social message in them such as promoting eco friendly living. However, capitalizing on the power of such performances for commercial promotions is a new concept.
At Gurgaon’s Ambience Mall a group of young boys and girls who performed to promote the brand suddenly, captured the environment. The dance act had a leading boy, a Delhiite, Karan Arora who wanted to propose to his girlfriend. The act shows how things come together for an LG user and makes his life simple. Towards the end of the 20-minute act, Karan’s girlfriend Pooja accepts his proposal, and the two happily are engaged in real life in full public presence, in the Mall.
The company has officially released the video of the act and a behind the scenes video to their Youtube channel LGWorldRecord which has received an overwhelming response from thousands of viewers. They have also made a post about the LG flash mob event on their official Facebook page.
LG’s World Record’s Flash Mob Campaign Video
The act was an attempt to show how beautiful and smooth life becomes for a LG user. For Karan Arora, it was a dream comes true after he expressed his desire to propose to his girlfriend to the LG World Record (LGWR) mascots at the mall. An active LGWR forum user, Karan’s desire was seen as a potential idea by LG who, along with Gold Ocean Communications, digital marketing partners for LG in India, decided to go ahead and help him to fulfill his desire.
Over 300 spectators at the Ambience mall clapped and cheered the couple as a group of professional dancers danced away to foot tapping music in the mall while Karan went around proposing to his girlfriend Pooja. The act almost had the entire mall audience dancing to Bollywood chart busters and ending with the two being officially engaged.
Such advertising tactics work well with audiences as it brings an entirely new approach to product promotion while touching lives. Increasing business competition in today’s world means not just finding newer ways to keep afloat, but also staying ahead of one’s competition and even attacking their territory to gain ground.
As part of the plan, once the idea was approved, professional dancers, choreographers, and event managers put in hours of practice for a month to make the event successful. What was most notable though was secrecy about such a performance in the mall.
When Pooja came to the Ambience Mall along with her friends for shopping, she was surprised when a group of a hundred dancers surrounded her in the main Mall area where Karan joined in. Dancing in the lead, Karan went ahead and wooed Pooja in many ways before making a formal proposal for marriage. LGWRmen Sherlock, Joy, and Greg helped keep the spectators glued with their antics. Completely floored by Karan’s act, Pooja instantly agreed for marriage, and the two were engaged!
You may have a look at the making of this video:
The aim behind this was mainly consumer interaction that in turn helps product and company promotion. Product campaigning is not easy and constant change and invention rule the market. Advertising today has come to mean trying something new, something that is not traditionally conceptualized or what is better called as an out of the box idea. The idea certainly is to stand out as a product and create a niche for itself, and that is really, what LG did. By supporting individuals such as Karan, the company actually intends to bring out the best in everyone and thereby attain world record holding characteristics.