LG made a major shift this season with a transition from brand awareness to purchase preference. Focusing on return on investments was a major objective this season as we sought to engage more consumers via in-market touchpoints.
Cutting edge technology has always been a hallmark of LG’s products, and this year we worked to showcase this technology to Formula 1™ fans at bespoke LG Technology Centres at-track. With a focus on the fan experience, we created a state-of-the-art environment where F1 fans interacted with LG’s newest television – the Cinema 3D SMART TV - and highlighted their 3D technology through F1 themed video games. In addition to enhancing LG’s at-track experience, we helped create the first F1 themed Facebook contest, in which fans had the opportunity to win a trip to Silverstone for a VIP experience at the 2012 FORMULA 1 SANTANDER BRITISH GRAND PRIX.
In 2012 we continued to drive maximum value for LG from its F1 sponsorship at both global and local levels. LG received more than 45,000 seconds of exposure on the F1 Global Broadcast, putting them on track to surpass the previous year’s numbers for the fourth successive year. At a local level, at-track activation has given F1 fans the opportunity to engage directly with LG products, continuing to drive increases in consumer purchasing preference.