Situation:
LG Electronics Thailand required a landmark communication platform to announce its strategic transformation into a "Smart Life Solution Company" and declare an ambitious 22% market share target for 2026. The assignment demanded navigation of three converging challenges: differentiating LG's AI proposition in a landscape where artificial intelligence had become an industry-wide claim; translating complex technological innovation into narratives that were emotionally resonant and consumer-relevant; and simultaneously addressing the entirely distinct expectations of business and technology press alongside lifestyle and entertainment media, within a single, cohesive platform.
Solution:
The team conceived a strategically layered press conference at the Grand Ballroom, Conrad Bangkok Hotel, transforming the venue into a fully realised AI living experience whilst positioning Thailand's prominent celebrity family, Push-Puttichai and Jooy-Warattaya, as authentic brand advocates whose personal narrative rendered LG's AI proposition genuinely tangible. Underpinning the event was a precision media architecture spanning 86 outlets across business, technology, and entertainment verticals, supported by structured executive briefings and a comprehensive Q&A framework addressing over 20 industry-critical topics, ensuring each journalist departed with distinct, publication-specific story angles that engineered a sustained, multi-wave coverage cycle.
Success:
The event generated 267 coverage pieces across print, digital, and broadcast channels within seven days, delivering a total PR value of USD 3.4 million and a cumulative reach of 729 million, with prime-time television features, landmark print editorials, and celebrity-driven organic amplification of 4.8 million collectively establishing LG Thailand's AI narrative across business, technology, lifestyle, and entertainment verticals simultaneously.