LG washes clothes in the desert to promote LG Smart Care

Apr. 10, 2017

An experiment created by Y&R Brazil marked the launch of the "Field Test" platform and highlights the LG Smart Care product line that uses up to 42%* less water with every wash cycle.

Cutting the water bill and protecting nature. LG Electronics do Brasil conducted an unprecedented experiment to promote the LG Washer & Dryer Smart Care product line, which uses a lot less water than conventional washing machines, and to encourage people to conserve natural resources. Created by the Y&R Brazil advertising agency, the initiative shows people that the LG washing machine can operate so efficiently that it can wash a load using water extracted from cactuses in the middle of the Atacama Desert in Chile.

Brazilian botanists Marlon Câmara Machado and Ricardo Cardim—who holds a master's degree from the University of São Paulo (USP) and created the "Pocket Forest" technique—assisted with the creation of the action, which marked the launch of the "Field Test" platform in Brazil. The action featured LG products facing atypical situations with different challenges.

Tânia Silva, Marketing Manager at LG Electronics of Brazil stated:

Our goal was to bring innovative products and solutions to our customers to improve their lives, as well as introduce them to new consumption habits that would help them conserve water and power.

 

Hânia Ribeiro Corporate Relations Manager of WWF-Brazil said:

This is an important action given Brazil's and the world's current situation and the need for people to change their water consumption habits. Since 2015, LG has been supporting WWF-Brazil, encouraging people to conserve biodiversity and to use natural resources rationally.

 

The 1'26"-long video "Field Test LG - Washer & Dryer LG" takes place in the arid Atacama Desert and features botanist Ricardo Cardim. In the experiment, the LG Washer & Dryer washing machine is connected to cactuses using a specially-designed device that employs non-aggressive techniques guaranteed not to harm the plants. The wash cycle could be performed with such a small amount of water because the washing machine is a front-loading model, which means it can wash clothes without filling the whole drum with water. Because of this, the machine can use up to 42% * less water with each wash cycle. Additionally, the washing machine has an intelligent load sensor, which calculates how much water will be needed based on the amount of clothes put into the machine. 

Rafael Pitanguy, Creative Vice-President at Y&R Brazil said:

The "Field Test" platform aims to position LG as a brand that provides knowledge, entertainment and relevant content to its consumers. Advertising agencies can do more than just provide brand communication services to their clients. In this case, we used science and nature to draw attention to the product's differentiating factors.

 

To emphasize the message about the importance of saving water and to promote the attributes of the LG Washer & Dryer washing machine, Y&R Brazil developed a strategy to implement the action through several pieces to be featured on portals and a series of content to be featured on LG communication channels.