2014 DSA Crown Award: Point of Sale (less than $10K) - Gold 

Entry: LG UHD Wall

Client: Best Buy

Submitted by: TwoWest

Venue(s) where the content was displayed:

As one of the leading retailers in consumer electronics, Best Buy offers customers technological touch points across all forms of high-tech products and services, including TVs, appliances, audio equipment, computer hardware and software and more. In-store brands understand consumer POVs when it comes to the over stimulated and intimidating environment Best Buy can provide shoppers, so differentiating themselves from the competition is vital to product/service success.

Objectives of the content:

The goals of the UHD wall were to immerse customers in the LG UHD story while educating them on why LG 4K is better than their competitors. To help achieve that goal, the shopper marketing path-to-purchase strategy was implemented: 30 ft. attract, 10 ft. engage and 3 ft. interact. Once standing in front of the display, customers could compare audio quality and ease of use. The objectives behind the LG UHD Wall were: 

  •  Tell the LG UHD story and inform customers on how LG UHD is better than the competition 
  •  Increase LG brand awareness and convert LG UHD sales 
  •  Create an interactive display to entertain, educate and engage in-store customers without the aid of sound – until the Soundbar demonstration comes in for impressive contrasting sound. 

The concept of the LG UHD Wall consisted of leveraging consumer-benefit messaging and stunning picture quality video to draw customers to the display where they could then interact with the TV, Sound Bar and Magic Remote for immersive, hands-on comparison.

Budget category (content creation only): Less than $10,000

Results of the content:

After LG UHD Wall implementation, sales teams at Best Buy confirmed an increase in brand identity and conversion rates for the LG UHD TVs.

Selected judges' comments:

  • Engaging images with steller 4k quality and the love sound bar images.
  • Nice utilization of UHD footage provided by LG.  
  • Nice integration of a physical display, digital content and the product itself.
  • Simple but effective content.


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