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The Strategic Challenge:
The slim features and sleek new look of LG's latest laptop, the S1 Express Dual, needed to be communicated using the magazine medium. The work had to speak to a relevant audience, while directly involving the consumer in the product experience.

The Creative Solution:
Turning Charged magazine into the product itself. The back cover was used for the lid of the S1 Express Dual, while the inside back cover became the screen, and the facing page the keyboard and trackpad. Readers could now experience the slimness and overall aesthetic of LG's new product as they would the real thing – simply by opening the magazine. The thought was completed with an on-screen headline: 'The new ultra-slim S1 Express Dual.'

The Target Audience:
The chosen publication – Charged – has a loyal readership base who have a keen interest in the latest electronic products. With LG's S1 Express Dual owning the back of the magazine, interaction with the product and communication of its features to the relevant consumer was guaranteed.

Effectiveness:
Store visits increased rapidly, with customers asking for the product by name. Sales increased by 15% over the following month. Is also had a positive impact on the LG laptop category as a whole.