LG was a David taking on the Goliaths of Apple and Samsung in the smartphone market. If we’re being honest, that’s a pretty desperate situation to find yourself in. So we took on a decidedly honest and open tone in our 360 campaign asking consumers “What’s it gonna take” to get them to switch to LG. Literally, after releasing a star-studded spot with the likes of Aubrey Plaza and Jonathan Van Ness, we took to social media in challenging followers to give us their wildest requests – which we fulfilled, in addition to providing them with an LG phone to switch to.

The result was LG’s most successful smartphone launch in its history, which earned the campaign a finalist spot in the Effie Awards for Marketing Effectiveness.