Situation: LG Thailand needed to establish itself as "Your Ultimate Partner for Your Personalized K-Lifestyle," connecting with Thai consumers' deep admiration for K-Culture. The challenge was to bring LG's AI-powered smart home lineup to life in a real, relatable way, generating impactful media coverage across business, tech, lifestyle, and entertainment channels while driving physical footfall, social buzz, and direct product sales within a six-day activation window at CentralWorld Bangkok.
Solution: Burson Thailand conceived and orchestrated the campaign end-to-end, from creative idea and identifying the right partners, to full execution. Korean artist Shin Ye Eun headlined the grand opening with a live K-food cooking class, while MINHO (SHINee) closed the campaign with a morning city run and farewell house party. Both anchored by LG's AI-powered product ecosystem. Between these two headline days, daily themed activations; K-Style, K-Pet Playdate, K-Inspired Living, and K-Pop & K-Drama, featured top Thai celebrities drawing their highly engaged fanbases to the venue. Press conferences, onstage house tours, TikTok Live shoppertainment, and interactive fan activations brought LG's smart living narrative to life daily. An online-to-offline strategy and partnered media placements across K-content, promotional, and broadcast channels including national features on CH3 and TNN drove both awareness and high-intent physical footfall throughout the campaign.
Success: The six-day campaign welcomed 7,750 attendees and generated 919 coverage pieces with an entirely positive tone, achieving a combined PR value of USD 6,979,665 and a total reach of 221 million. Influencer activations contributed 47 content pieces reaching over 524,545 users. Social media buzz under #집들이byLG recorded 59.98K mentions and 44.44M reach. Broadcast coverage on Ch.3 alone delivered USD 2.8 million in PR value. The campaign successfully reinforced LG's positioning as a premium K-Tech lifestyle brand, bringing its AI-powered smart living vision to life for a broad Thai consumer audience.
