The power of experience

Reaching the luxury consumer concerned with craftsmanship

Aesthetics, quality and performance define the LG SIGNATURE range of home appliances, but how does a brand bring these ideas to life?

Seeking to reach the 'sensible rich’ – an audience segment that LG defined as the new elite consumer who seeks innovations in every aspect of life and counts on the aesthetic satisfaction and seeks unique novel experiences.

The Big Idea

They say that seeing is believing so what better way to communicate the understated luxury and quality craftsmanship of the LG SIGNATURE collection than in fully-immersive live experience? 

To bring the LG experience to life, the Hearst Live team tapped into the Esquire brand to speak to our design-conscious, upwardly mobile A/B target audience via The Esquire Townhouse. 

The annual Esquire Townhouse brings Esquire alive in an exclusive members' club in central London.  The Townhouse hosts exclusive performances, masterclasses, cocktail parties, supper clubs, fitness session and more, covering topics near and dear to the Esquire reader, from style to sport, tech to travel, food to film and more.

LG was everywhere in the Townhouse, from TVs to speakers to refrigerators.  The installation showed the LG products integrated into an aspirational home environment, demonstrating the quality and the craftsmanship of the appliances and reinforcing the LG SIGNATURE messaging.

The live activation was strengthened by a comprehensive print and digital campaign in Esquire's much-loved Big Black Book edition and via online articles, newsletters, and display and social ads.

  • Men
  • Women
  • Homes
  • Lifestyle
  • Luxury
  • Advertising
  • Branded content
  • Event
  • Esquire

It worked.

The LG SIGNATURE collaboration with Esquire Townhouse was seen as a global best practise for the company, and a lot of that was due to the many different but more importantly, relevant channels that Esquire were able to support the campaign with. Throughout every touchpoint the premium nature of the LG SIGNATURE products were showcased and presented to the Esquire audience in a credible and relevant manner.

Carolyn Anderson, Team Leader/LGEUN Trade Marketing Team





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