Experience · ROOTS
LG: Bringing a Fluid Experience for LG's PuriCare Water Purifier
Launching a water purifier in lockdown, a hybrid, live-streamed event that reached LG’s fans right where they were.
- 250K+ Facebook Live reach
- 1,000+ Live comments
The Challenge
A launch in lockdown.
LG set out to launch its PuriCare water purifier during a movement control order, which meant engaging media and influencers virtually for the first time. The obstacles were practical: sourcing a venue suitable for a live feed, holding the audience’s attention throughout, and maximising product exposure.
The Solution
A hybrid, live-streamed launch.
ROOTS recommended a hybrid approach, an onsite event paired with live broadcasting. Held at a hotel with a purpose-built dry-kitchen counter set, the launch streamed simultaneously on Facebook Live to reach more than 250,000 LG fans .
The Impact
A new model for appliance launches.
The client embraced the virtual concept. By transcending geography, the hybrid format outperformed previous physical events, drawing over 1,000 comments on the Facebook Live session and establishing a fresh model for home-appliance launches that blends in-person and virtual attendance.
A new template for appliance launches, in-person craft, streamed to a quarter-million fans.
