Trade in & Trade up

The client: LG & Sky
The location: United Kingdom

Working with Sky, LG asked Opia to drive the sales of LG OLED 4K TVs and LG Super UHD TVs, and to increase the number of customers signing up to Sky services. They knew they needed something special if they wanted to reach these two distinct objectives and stand out in the extremely competitive electronics market.

See how we did it

The challenge

Working with Sky, LG asked Opia to drive the sales of LG OLED 4K TVs and LG Super UHD TVs, and to increase the number of customers signing up to Sky services. They knew they needed something special if they wanted to reach these two distinct objectives and stand out in the extremely competitive electronics market.

Having previously delivered hugely successful campaigns for LG, which had included the distribution of digital codes as rewards, we already had a keen understanding of their specific business challenges. With Sky now in the mix, we saw an opportunity to create an irresistible entertainment package that would boost sales and bolster brand image. The promotion went as follows: LG TV purchasers received a discounted Sky Q subscription plus one of several bundle packages, including Multi Screen and the Variety Bundle, depending on the product purchased. It was an end to end solution for which we created the branded claim site, and managed validation, fulfilment and customer service support. We even created different claim form routes depending on whether a consumer was an existing Sky TV account holder or not.

The results

This campaign exceeded all targets from sales, market share, brand awareness and recommendations in store. All in delivering double digit growth during tough market conditions resulting in LG taking record Market Share

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"LG and Opia have been working together for the last 3 years and have been LG’s sole promotions partner delivering over 10 different and successful campaigns. Opia have always been a strong, reliable and fast moving partner to work with and this level of dynamism has enabled us to deliver flexible and attractive valued added promotions for our customers."

— Robert Taylor, Senior Product & Range Planning Manager – Home Entertainment HE Product Management