In 2016, LG released a new lineup of air purifiers into the U.S. market. HS Ad was asked to raise awareness and help drive sales of air purifiers.
How would LG stand out as a newcomer, in an already crowded air purifier market and separate itself from typical marketing that’s filled with dense and possibly confusing technical specs?
By reaching the people who needed air purifiers most. The 100 million breaths campaign spoke directly to the parents of children with severe asthma or allergies.
Every parent knows the awful feeling of watching their child struggle when they are ill, and wanting to swoop in and do whatever it takes to help. It just comes with the territory. Our strategy focused on giving parents a way to help clear the air for their kids, while living up to our brand promise: Life’s Good.