LG was still a relatively new brand up against well established names in three distinct categories - each with distinctly different dynamics and behaviors.
The appliances category is home to many of the culturally engrained brand names we grew up with. But a bright new brand that’s all about smart ideas for easy living couldn’t wish for duller company.
Because now you don’t have to replace your old utilitarian white box with a new one just like it.
Now, a washing machine can look seriously good. SEXY even. In Deep Candy Apple Red. And Midnight Blue. And do cool new things you’ve never even imagined being done before.
Now, a clothes dryer is something to LUST after.
Now, the homely home appliance has become an object of DESIRE.
Now, you WANT RID of your old washer and dryer.
And LG is ready to help with some inspiring suggestions. Many of which are demonstrated in the “Sabotage” program.
Executed through TV, rich media, in-store displays, a micro site, configuration tools, print ads, and a set of three video games we created to decimate appliances and obliterate entire kitchens.
The entire “Sabotage” program was, of course, a huge smash that completely destroyed the old-school competitors.