LG Electronics' Washing Machine Ad Goes Through Music Shows and Ends Up as a Chime ... AI-DOL, the Girl Group It Created, Takes Off
IT DAILY ·
✦ AI Summary
LG Electronics has created the girl group AI-DOL to promote the AI WashCombo and is expanding its stage of activities.
AI-DOL appeared on Mnet's "M Countdown" on the 17th and MBC's "Show! Music Core" on the 19th, and is scheduled to appear on ENA's "K-Pop Up Chart Show" on the 29th.
LG Electronics will provide "I WASH" to more than 50 music and SNS platforms from the 22nd, and plans to offer it in October as washer end-of-cycle chime content through the LG ThinQ app.
LG Electronics has created the girl group AI-DOL to promote its all-in-one washer-dryer, the "AI WashCombo," and is expanding the group's stage. The song and choreography that began on SNS are spreading to music shows and music platforms. LG Electronics announced the news on the 23rd.
AI-DOL appeared on Mnet's "M Countdown" on the 17th, where it was introduced as a rookie girl group, and also appeared on MBC's "Show! Music Core" on the 19th, where it was introduced the same way. AI-DOL is scheduled to appear on ENA's "K-Pop Up Chart Show" on the 29th. LG Electronics plans to offer the debut song as the washer's end-of-cycle chime, connecting content consumers encountered in ads with the product-use experience by re-exposing advertising content inside the product.
AI-DOL is not a virtual idol; it consists of 5 real members. LG Electronics reflected the AI WashCombo's product features in the group's member design. The connected product features are large capacity, AI Time Sensing, and Mini Wash.
This campaign did not end with a single product exposure video. LG Electronics released a teaser video in July to spark curiosity about the group's identity, and in August it spread the "I WASH" choreography challenge on SNS. According to what was later disclosed, the purpose of creating the group was to promote the AI WashCombo.
LG Electronics said it planned and launched the girl group AI-DOL, and explained that the pre-released "I WASH" ranked No. 1 among Instagram's trending audios in August. It also said the "I WASH" choreography video ranked No. 4 in the Reels popularity rankings. In this flow, the group's scope of activity expanded beyond online video.
LG Electronics said it will provide "I WASH" from the 22nd to more than 50 music and SNS platforms, including Melon, Spotify, and Apple Music. It also said that in October it plans to offer the track as washer end-of-cycle chime content downloadable through the LG ThinQ app's LG UP home appliance service. If a user selects it, the advertising song becomes part of the actual washer-use experience.
This attempt has the character of a marketing experiment that links home-appliance functions with songs and people, while moving content to channels where it can be repeatedly exposed. However, it is difficult to confirm from the materials disclosed by LG Electronics alone how much SNS rankings and music-show appearances were connected to product awareness and purchases.
Meanwhile, O Seong-taek, executive vice president in charge of LG Electronics Korea marketing communications, said consumer reactions and interest have been hotter than expected since the teaser video was released. He added that the scope and duration of activities have been expanded, and explained that if a fandom forms, the company plans to consider offline events as well.
Source: IT DAILY · Lee Jae-young
Original: https://www.itdaily.kr/news/articleView.html?idxno=241823
References
This article was produced with the help of an automated content generation algorithm.
Source: IT DAILY
View originalThis article was summarized and organized by BizCrush based on the original article from IT DAILY. For exact quotations and full details, please refer to the original article.