LG’S new marketing concept employs user-generated content to attract global participation

LG Electronics (LG) concluded the KOMPRESSOR FOLLOW ME Video Contest with the announcement of its winners. The online global contest celebrated LG's new KOMPRESSOR FOLLOW ME, the world's first vacuum cleaner that automatically follows the user while vacuuming. The contest served as an innovative and ground-breaking method of bringing LG closer to its customers, while simultaneously raising interest in and awareness of their new vacuum cleaner.

"The KOMPRESSOR FOLLOW ME Video Contest helped us better understand our customers, including their response to the new vacuum cleaner," said Mr. D. Y. Kim, President of LG Electronics Gulf FZE. "We intend to use our enhanced understanding of our customers to further improve our products and to ultimately upgrade our customers' lifestyle. We would like to thank all participants for the interest and enthusiasm they have shown in the contest, and for taking the time and effort to communicate their brilliant ideas to us."

The winners were selected based on online votes cast by the general public, as well as feedback from creative experts and LG's marketing specialists. Participants submitted impressive entries from across the world, ranging from North America (Canada, Mexico, USA), South and Central America (Venezuela) and Europe (Czech Republic, France, Germany, Netherlands, Slovak Republic, Spain, U.K.), to the Middle East and Africa (Nigeria), Asia (Australia, India, Indonesia, Korea, Philippines), and Commonwealth of Independent States (Russia, Ukraine, Uzbekistan).

The first place went to a customer from Ukraine whose submission, titled, Are You Baby, was recognized for its originality and witty storyline that clearly visualized the FOLLOW ME technology by comparing it to a baby trailing his mother. The winning entry earned the most votes and views from the online voters. A French entry came in second place for its visually appealing video clip that highlighted the Active Following Wheel Technology. The third place was a tie between Korean and French entries. The first-, second- and third-place winners will each receive cash prizes of EUR 10,000, EUR 5,000 and EUR 2,500, respectively. Additional two participants from Canada and France will be awarded with the KOMPRESSOR FOLLOW ME vacuum cleaner as a token of appreciation for their efforts.

The winning entries were selected largely based on numerous online votes cast by the general public. LG's creative strategy in promoting the new KOMPRESSOR FOLLOW ME resulted in considerable awareness and anticipation of its upcoming product launch, while its innovative technologies attracted widespread interest.

LG's new KOMPRESSOR FOLLOW ME is the world's first vacuum cleaner to automatically follow its user, using the revolutionary Automatic Location Recognition Technology and the Active Following Wheel Technology that enable the vacuum cleaner to maintain a distance of 100cm from the user. Combined with other innovative technologies, the new vacuum cleaner offers easier, more convenient cleaning to consumers.