The idea provided for the campaign was defined by considering two important events. (Nowruz and the World Cup). It was suggested that instead of holding a three-month campaign, a six-month campaign be held, during which the amount of promotion considered should be paid to customers in two ways. The first part is paid in the form of a discount at the time of purchase and as a second part, a certain percentage of the amount of goods purchased will be returned to the customer in the form of a cash repayment program for each goal scored by the national team in the World Cup.
The main idea used in this campaign is happiness. This happiness is displayed in the form of people’s joy after scoring goal by the national team, but the reason of this happiness is not just due to scoring goal by the national team and another reason is LG’s cash repayment program and the receipt of money for each goal scored which multiplies the happiness of the audience. In the graphic environment used in this campaign, the home space has become to a stadium space, and we see a child who embracing a football player and making goal celebration.
The slogan chosen for this campaign is very familiar and so popular among football fans and they use it, when a team wins, “Thank you guys.” This slogan both refers to the scored goal and its joy, and also to the fact that the scored goal causes the audience receive the cash. The campaign was conducted in the form of posters, billboards, brochures, flash banners and more.