LG Electronics wanted to produce a publication that would boost sales of its products in the run-up to World Cup 2006.

The publication was to contain editorial information to engage fans and tell them something they didn’t already know about the tournament while also getting them enthused about the range of LG products.

Haymarket Network then designed a ‘World Cup in Focus’ magazine to give a subtle visual nod to the high-definition televisions featured prominently inside.

The football editorial was split into bite-sized, self-contained chunks giving general fans useful information – players to watch, key clashes and fascinating facts, as well as a match planner for the tournament.

The resulting brochure was inserted into copies of Stuff, FourFourTwo, What Hi-Fi? Sound & Vision and What Hi-Fi? Sound & Vision Ultimate Guides, and a competition within the publication prompted an excellent response: 8,500 entries were submitted, marking a 2.2 per cent response rate and significant data capture for a delighted LG.