Client

LG Electronics is a global leader and technology innovator in consumer electronics, home appliances and mobile communications.

Brief

Origin were commissioned to create a press advert to launch LG’s multi-format re-writeable CD/DVD. The innovative new product removes most of the risk associated with buying a product where multiple formats are vying for dominance.

Solution

A simple analogy with the famous Swiss Army Tool was used to differentiate LG’s Super Multi Write Plus Drive, and placed in PC magazines more familiar with advertising crammed full of products and screen grabs.

Results

PC enthusiasts soon saw the benefit of the “risk free” nature of products and interest via website and directly to the call centre was high.