LG cleaning up with funny Facebook campaign

The electronics company’s videos and sweepstakes for its high-powered washers are meant to appeal to anyone who gets annoyed by time-consuming chores.

It’s easy to feel buried by your housework. But what if you were literally buried in laundry?

In a new Facebook campaign called “Less Mess, More Life,” LG Electronics USA wondered exactly that, producing four humorous videos about a woman named Sharon who goes about her day-to-day tasks constantly covered in crumpled, dirty clothes. The campaign also includes a sweepstakes in which people can look through photos and vote for the messiest images for a chance to win a new washer and dryer or a $100 gift card.

Dave VanderWaal, director of brand marketing for LG USA’s home appliances division, says it’s great that people are drawn to the prizes, but he wants them to have an emotional reaction, too.

“Above all, we want people to not necessarily come to enter a sweepstakes, but to really identify with this lady in a pile of clothes because she couldn’t keep up with the laundry,” he says.

If Facebook comments and entries are any indication, that seems to be happening.

First steps

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