Background
This campaign was aimed at engaging the audience by giving them an opportunity to show their respect to our migrant workers working in other countries. The video featured Mosharraf Karim, one of the most prominent faces of television in Bangladesh.
We had to conceptualize and produce a video commercial that paid tribute to the migrant workers of Bangladesh and design a campaign centered around the commercial incorporating LG’s brand positioning to ensure maximum engagement. Consistent with the global brand promise of LG, which is “Life’s Good”, we came up with the positioning “জীবনটা সুন্দর”.
Aligning our campaign objective with that message, we wanted to pay tribute to the people who have actually given up on their own dreams to make the lives of others good, the hardworking migrants of our country.
Description
The core idea had 3 major components.
1. Showcase the hardships of the migrant workers living abroad.
2. Communicate the message of “Life’s Good”.
3. Ensure audience engagement.
As the purpose was to not integrate a specific product, we could not directly say that LG makes lives good. We derived to the angle that the migrant workers are the ones who are making the lives good of their loved ones. People would then subconsciously link the message to that of LG. That is why we came up with the concept of “Architect of Dreams”.
To engage the audience, we asked them to express their gratitude towards the migrant workers in the comment section of the video. While asking the audience to comment on our video, we realized that a wider audience would not necessarily interact with the campaign without an incentive. However, due to budget constraints we were not able to provide expensive prizes for the participants. So, we decided to break down the prizes into something smaller. We came up with the idea of giving mobile recharges of BDT 100 to 10 people who paid their tributes in the comment section every day. The recharge was given so that they can call their loved ones and tell them how they have made their “জীবনটা সুন্দর”
The campaign video gathered up more than 1 Million views at a mere $300 advertising budget and was so well-accepted that it was adapted later for television.
Campaign AV
Key Visuals
