LG Electronics' 'Fun' Marketing Focused on 'Customer Experience' Draws Attention

ThinkQ Escape Room and Geumseong Arcade Open in Seongsu-dong and Gwangalli
Unique Experience Spaces Created... Targeting MZ Generation

LG Electronics will open the 'Geumseong Arcade,' where visitors can enjoy games on OLED TVs, in Gwangalli, Busan, from April 6 to June 5. Models are experiencing the private wireless screen LG StanbyME in a second-floor lounge space overlooking the Gwangalli sea.

LG Electronics has launched a fun marketing campaign focused on ‘customer experience.’ They chose spaces where customers can directly enjoy entertaining experiences, such as escape room cafes and arcades, as the medium. This is analyzed as part of a strategy to secure the high-spending MZ generation (Millennials + Generation Z) as future customers.

According to LG Electronics on the 8th, the retro (new retro) concept OLED TV pop-up store, ‘Geumseong Arcade Season 2,’ has started operating in Gwangalli, Busan. The operation period is until June 5.

Geumseong Arcade is composed of experiential spaces such as ▲private gaming rooms ▲OLED gaming zone ▲cafe lounge, allowing customers to experience not only games but also memories of the past and a new lifestyle simultaneously.

In the two gaming rooms, visitors can experience various TVs ranging from the world’s smallest OLED TV, the ‘42-inch LG OLED Evo,’ to the 88-inch LG Signature OLED 8K. Participants can enjoy an extreme immersive experience with the OLED TV’s fast response time and vivid picture quality. Additionally, in the second-floor lounge space overlooking the Gwangalli sea, visitors can also experience the private wireless screen LG StanbyME.

The 'ThinQ Escape Room Cafe,' which will operate from the 7th to the 24th of next month at 'Cafe Harabeoji Gongjang' in Seongsu-dong, Seoul, is a complex cultural experience space combining the main features of the LG ThinQ app with the concept of an escape room game. A bird's-eye view of the 'ThinQ Escape Room Cafe.'

LG Electronics is also operating a ‘ThinQ Escape Room Cafe’ at a cafe in Seongsu-dong, Seoul. It is a space where participants can join an escape room game by controlling home appliances through the ‘ThinQ’ application (app). The first round of reservations, which opened on the 31st of last month, was reportedly so popular that it was fully booked within just one hour. The operation runs until the 24th.

LG Electronics’ choice of unique spaces where customers can directly experience its home appliances as a marketing tool is analyzed to reflect the top management’s belief that ‘customer experience’ is paramount. Jo Joo-wan, President of LG Electronics, stated in this year’s New Year’s address, "We must shift our perspective to see that customers buy experiences, not products," and presented ‘F·U·N experience’ as the core management keyword. ‘F·U·N’ means providing customers with experiences that are First, Unique, and New.

In fact, LG Electronics’ experiential spaces are gaining great popularity, especially among the MZ generation who desire differentiated experiences from others. It is also analyzed that LG Electronics chose Seongsu-dong in Seoul and Gwangalli in Busan?areas frequented by young people?as locations for these experiential spaces considering this aspect. The Geumseong Arcade in Seongsu-dong, which debuted last year, has become a so-called ‘hot place’ attracting more than 400 visitors daily on average and became a major topic on social networking services (SNS). An industry insider said, "Promoting products through themes that easily attract consumer interest is a marketing strategy that has various advantages, including actual product purchases and enhancing brand value."