Festival crowd at V Festival 2015

Club G4

Challenge:

LG tasked us with activating their partnership with Virgin Media at the 2015 V Festival, and increasing the awareness of the LG G4 with the festival’s audience. We had to promote the camera’s product features, achieve a high level of consumer engagement and endorsement, as well as deliver proven ROI.

Solution:

Our strategy was to build ‘Club G4’ – miniature nightclubs built into the V Festival’s re-charge towers. The clubs allowed festivalgoers to snap themselves a free shot, have a mini-rave up with mates and capture the perfect selfie with the all-new LG G4, whilst learning about its hands-free selfie mechanic. Users could tag themselves using #LGG4SELFIE.

By teaming up with Ella Eyre, we also ran a money-can’t-buy competition through her social channels, to ‘win a selfie with Ella Eyre at V Festival courtesy of LG’.  Fans were whisked away to chill out away from the crowds, get pampered and enjoy some brilliant goody bags, VIP style!

Results:

2,525 festivalgoers took part in a demonstration with the LG G4, with 50% of Club G4 customers tagging themselves in the posts. We had 1728 posts on Instagram using #LGG4SELFIE. Our final video of the meet and greet, filmed on the G4, was pushed to 1,109,800 followers of Ella Eyre, Virgin Media and LG UK, with 11,614 engagements. Our total estimated reach was 4,947,066. The Club G4 activation was the perfect way to really engage with the right audience and promote the G4 camera product features.