Video viral: LG’s 'Smart Thief Caught on Camera' gets 4.5m YouTube views

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LG’s minute-long 'smart thief caught on cam' guerrilla-style ad for its slim televisions amassed 4.5m YouTube views and over 50,000 shares across social media networks. This case study looks at how the electronics firm used viral video advertising and an amusing play on the products features to drive comsumer engagement.

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Brand: LG | Media: YouTube, TV, Social Media | Agency: Y&R | Country: Amsterdam | Sector: FMCG / Electronics

LG’s ad promotes the new OLED Ultra Slim LED television – claiming to be the “world’s slimmest television”. The stealth viral video ad – entitled “Smart Thief Caught on Camera” show’s a man walking out of an electronic shop, evading security cameras. For about 50 seconds, through the watchful eye of three separate surveillance cams, the viewer is wondering why this fella is looking so suspicious. The reveal is nearly perfect.

Created by Dutch ad agency Y&R Amsterdam, the ad dominated the global charts with well over 50,000 shares across social media networks and over 4 million views since it was uploaded to YouTube in late December 2011.

Watch the video campaign here:

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