LG Electronics has turned heads in major urban areas of Seoul, including Gwanghwamun and Myeongdong, with its eye-catching outdoor advertisements for the LG HomeBot Artificial Intelligence (AI) Object Collection RONi, the company announced on Monday.
The tech giant showcased a clever visual illusion on massive light-emitting diode (LED) displays mounted on buildings. The ads depicted grease oozing down the exterior walls and sudden splashes of strawberry jam, followed by the appearance of the cleaning robot RONi. The robot then gracefully wiped away the stains using its 100-degree (about 212°F) steam feature, leaving viewers impressed.
The curved LED signage at the Dong-A Media Center in Gwanghwamun, one of the key advertising locations, measures an impressive 2,955 square meters (31,807 square feet). Meanwhile, the L-shaped LED display at the Kyowon Building in Myeongdong spans 1,722 square meters (18,535 square feet). Both screens boast a brightness of 10,000 nits – equivalent to 10,000 candles – ensuring crystal-clear visibility that’s hard to miss. These prime locations have recently become popular spots for tourists looking to snap the perfect photo.
LG tailored its advertising content to suit each unique display. The towering 60-meter (197-foot) vertical digital outdoor advertisement (DOOH) in Gwanghwamun shows oil dramatically dripping down the building’s facade. In contrast, the horizontal DOOH wrapping two sides of the Myeongdong building features RONi appearing on split screens, effortlessly gliding across to wipe away stubborn grime.
Beyond these striking outdoor displays, LG Electronics has been running a comprehensive RONi advertising campaign since June. This multi-channel approach includes television (TV) commercials, over-the-top (OTT) platforms, and various digital media. The company has also launched hands-on offline promotions, starting with a pop-up experience zone at the Hyundai Department Store in Pangyo. Similar installations are being rolled out at key Lotte and Shinsegae department store locations. The campaign’s impact has been significant, with search volume for LG Robot Vacuum Cleaner surging by approximately 180% in the month following its launch.
Oh Sung-taek, LG Electronics’ Head of Korean Marketing Communications, explained the strategy behind the campaign: It wanted to showcase the world’s first 100-degree two-way steam feature in a truly impactful way. This technology was specifically developed for Koreans, who often sit on the floor. By launching these surprise advertisements in bustling city centers, it’s able to capture attention and demonstrate the product’s effectiveness. It’s committed to leveraging a variety of channels, crafting campaigns that play to each platform’s strengths to truly resonate with the customers.
The RONi, which hit the market in June, has seen impressive initial sales. In its first month, it outsold LG’s previous combination vacuum and mop robot model by a factor of three. Industry insiders note that the RONi represents such a technological leap that it’s being classified in a new category: ‘cleaning robot’ rather than just another robot vacuum.
The LG HomeBot AI Object Collection RONi breaks new ground as the first in the industry to incorporate a 100-degree (about 212°F) steam function in both the vacuum body and its docking station. This innovation significantly enhances its sanitizing capabilities. During cleaning, it directly applies 100-degree (about 212°F) steam to the mop, effectively dissolving stubborn, stuck-on dirt. The device combines a powerful 30-watt suction with a mop that rotates 180 times per minute for thorough cleaning. It also features a specially designed 46 mm brush to collect dust from hard-to-reach corners and a dual brush system that prevents hair from tangling.