LG Steam Washer

  • Andrew Warner
In 2008 LG was perceived as a "value for money" brand in the UK, despite the fact it was one of the top 3 global electronics manufacturers, investing far more in R&D than most brands with a legacy footprint in the UK.
Therefore LG selected the UK as the lead market for a brand relaunch. BBH produced a series of commercials starring some of the brand's flagship products. An unlikely star was LG's steam washing machine. It was one of the first commercially available steam washers, on sale to consumers. The steam washer delivered exceptional cleaning results whilst using a fraction of the water and electricity of more traditional models. It also removed creases, reducing ironing and over 99% of allergens. Plus it was very quiet. LG went from a bit player in the UK washing machine market to one of the best selling brands in the premium category.
The TVC produced by BBH launched in the UK and went onto air in several countries. It dramatised the power of steam cleaning, through a steam cloud removing the dirt from a grimy city, to a beautifully chosen soundtrack. Clients: SH Han, Chris Priest, Andrew Warner. Agency: Bartle Bogle Hegarty.

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