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LG sparks memories in customers by sending a piece of clothing

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To highlight the 10-year warranty of the "Durable Direct-Drive motor" in its washing machines, LG has rolled out an emotion campaign to remind customers of the memories that old clothes can have.https://vimeo.com/121208337Entitled "10 years - Recollection memory for clothes" (拾年-重拾衣物回憶), the campaign has engaged a group of key opinion leaders to share their favorite memories sparked form a piece of their old clothing, including famous local actor Gregory Wong (王宗堯).The video targets social media with digital ads support; a total of 10,000 pieces direct mail make out of cloths will be posted to LG customers and also in-store sales channel."We can wash away the dirt on clothes with LG washer but never the memory," said Stephen Chung, founder at Secret Tour Hong Kong, the creative agency behind the campaign."So we invited three people to share their memories with their clothes and send them out with post as we can actually stick a stamp on clothes and send them out and share the memory and joy."Credits:Client: LG Electronics (Rico Wong, Stephanie Chan, Nicole Wong)Agency: Secret Tour Hong KongCreative Director: Jennifer Yip, Stephen ChungCopywriter: Dorothy WongSenior Art Director: Vikki IpArt Director: Chloe NgDirector: QLeg, Alternate Ltd.

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