CASE FILE — LG × LIFE'S GOOD, LET'S PLAY
International Coordination · Live Event Production
How LG Electronics turned a single Paris event into 570K livestream views, 3.5M media impressions, and 100+ screens sold post-event.
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CASE FILE: N. REMIS — LEAD INVESTIGATOR
I've Watched Campaigns Die Up Close.
This Is What I Learned.
Not a theory borrowed from a textbook. Not a framework built in a vacuum. Sixteen years of being in the room when marketing campaigns succeeded, failed, and sometimes died for reasons nobody on the team could name.
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Client
LG Electronics
Location
Paris, France
Industry
Consumer Electronics / Gaming Technology
Event Type
Large-scale public gaming and cultural event
Formats
8 branded experience zones · 2 live productions · Influencer strategy · Media relations · DOOH integration
Service
Campaign Coordination (The Morgue)
How LG Brought Korean Culture to the Heart of Paris and Made 3,500 People Show Up for a Tech Brand
Eight branded experience zones. Two simultaneous livestream productions. 56 media and influencer attendees. One event that had to work perfectly across all of it at once. A forensic breakdown of what large-scale experiential coordination actually requires.
THE CONTEXT
In 2024, Korean culture wasn't a niche interest in Europe — it was a mainstream moment. K-pop had already crossed over. Korean cinema had won Oscars. And Korean esports, long dominant in competitive gaming, was finally getting the Western mainstream attention it had always deserved.
LG Electronics wanted to be part of that moment. Not as a sponsor logo on the side of a screen — as a Korean brand that had earned the right to stand at the intersection of technology, gaming culture, and the broader cultural movement its home country was generating.
"Life's Good, Let's Play" was the activation built to do that. A public event in the centre of Paris, running across eight custom-designed experience zones, with two simultaneous livestream productions, 56 media and influencer attendees, and 3,500 people walking through the doors.
The ambition was clear. The operational complexity was significant.
THE CHALLENGE
Large-scale brand events fail in predictable ways: zones aren't ready on time, livestreams go dark, media attendees don't get the access they were promised, influencer content doesn't land, and the brand narrative gets lost in the logistics of keeping everything running.
This event had every one of those failure points in play simultaneously. Eight branded experience zones — Esports Arena, Watch Party Zone, Korean Living Room, Photo and UGC Areas — each requiring independent logistics planning for staff, technology, inventory, and brand consistency, while presenting as a single unified event to attendees.
Two major livestream productions running in parallel:
"South Korea, the Esports Leader" presented by Laure Valée, and the "Karmine Corp vs LCK Legends" Showmatch hosted by Kameto on Twitch — each with its own production team, talent requirements, and technical dependencies. A failure in one could not be allowed to affect the other.
An opening night for 56 media and influencer attendees who would generate or withhold the 3.5M media impressions the campaign was counting on. First impressions at press events are permanent.
And throughout all of it: 1,000+ items of giveaway merchandise to distribute, 100+ premium LG screens on display across zones, 4 press releases to support, and LG's brand narrative — Korean innovation meeting European gaming culture — to protect in every piece of content produced.
SCOPE:
✦ Full campaign rollout in collaboration with LG Electronics and internal creative teams — ensuring alignment between brand direction, creative execution, and on-site delivery at every stage
✦ Design, setup, and operational management of 8 custom-branded gaming and cultural experience zones, each with independent logistics while maintaining unified brand experience throughout:
— Esports Arena
— Watch Party Zone
— Korean Living Room
— Photo and UGC Areas
✦ Two simultaneous major livestream productions:
— "South Korea, the Esports Leader" with Laure Valée (esports documentary format)
— "Karmine Corp vs LCK Legends" Showmatch with Kameto on Twitch
— Separate production teams with coordinated timelines to ensure neither compromised the other
✦ Full influencer strategy development and opening night event management for 56 media and influencer attendees — briefings, access coordination, content guidelines, and on-site hosting
✦ Media relations support across the campaign:
— 4 press releases drafted and distributed
— Media kit creation and distribution
— On-site journalist coordination during opening night
— Result: 30+ published articles from 20+ journalists, 3.5M media impressions
✦ On-site logistics management:
— 100+ premium LG UltraGear and OLED screens displayed across zones
— 1,000+ giveaway items and merchandise distributed
— Giveaway mechanics and queue management
— Staff coordination across all zones simultaneously
✦ Creative direction and production of all digital assets:
— Social media assets
— Stage visuals and signage
— Livestream graphics and overlays
— Post-event social content and amplification
✦ KPI tracking and post-campaign reporting across all channels
Both projects explore the same core question from different angles: how do different brains process information, make decisions, and find meaning?
The Other Investigation
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In 10 Months:
1.32M
Pinterest impressions
50%
newsletter open rates (industry average: 21%)
250+
Email Subscribers
100%
Steady passive revenue through digital products
THE DETECTIVE BEHIND THE AUTOPSY
THE PROBLEM I KEPT SEEING
For almost four years, I managed the execution of marketing campaigns for brands like PUMA, LG, KitKat, Seat and Magnum as a Senior Project Manager at an international esports and gaming consulting agency. Timelines, budgets, influencer activations, social campaigns, film productions - I coordinated it all.
And I had a front-row seat to something nobody talked about: campaigns that were perfectly executed, delivered on time, within budget... and still didn't convert the way they should. The creative was strong. The targeting was right. The execution was flawless. But somewhere between the first touchpoint and the final conversion, customers disappeared.
THE QUESTION NOBODY WAS ASKING
I worked across esports, gaming, healthcare, finance and tech over 16+ years in customer experience and project management. Different industries, different brands, different budgets. Same pattern. Same cause of death. And in almost every post-mortem, the conversation went the same way: "Let's test a new headline". "Maybe the claim is wrong". "We need more traffic".
Nobody was asking the right question: why are customers behaving this way?
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
What to Expect
Three honest statements about how I work — no platitudes, no agency language, no promises I can't keep.
01
I will tell you what I find — not what you want to hear.
If your campaign is failing because of a fundamental positioning
problem, I'll say so. If the issue is a single friction point
fixable in 48 hours, I'll say that too.
The investigation determines the answer — not the budget, not
what's easiest to implement, not what protects anyone's ego.
You're paying for a forensic diagnosis, not reassurance.
02
I work remotely, globally, and asynchronously.
Based in Gijón, Spain. Fluent in Spanish, French, and English.
Eight years managing remote projects across Europe, APAC, and
the Americas taught me how to communicate clearly across time
zones, cultures, and languages without losing precision.
Remote work isn't a limitation. It's how I've delivered €2.6M
earned media campaigns and coordinated teams across six continents.
03
I'm building this in public.
The Consumer Autopsy is new. I'm not going to pretend otherwise
or hide behind corporate language that obscures the timeline.
What I bring: 16 years of real operational experience, rigorous
training in consumer psychology, and a genuine obsession with
understanding why customers behave the way they do.
If that's what your business needs — let's talk.
THE DETECTIVE BEHIND THE AUTOPSY
WHAT I ACTUALLY BELIEVE
I believe most marketing fails at the psychological level, not the executional one. Customers don't abandon carts because your checkout has too many steps. They abandon because something triggered loss aversion, created decision fatigue or broke the trust you spent weeks building. The friction is invisible which is why it's so dangerous.
And I believe the only way to fix it is to stop guessing and start investigating. Treat every conversion problem like a forensic case. Follow the evidence. Find the cause of death. Prescribe the exact fix.
WHY I WENT BACK TO STUDY
I spent years on the execution side wondering why no one was studying the psychology behind what I was seeing. So I did. Consumer Neuroscience & Neuromarketing at Copenhagen Business School. Market Research & Consumer Behavior at IE Business School. Google UX Design and Data Analytics certifications.
The more I studied, the more I recognized the patterns I'd been watching for years - finally explained by the science. The Consumer Autopsy is what happens when 8+ years of managing campaigns from the inside meets the psychology of why they live or die.
WHAT THIS MEANS FOR YOU
When you work with me, you're not getting a theorist who's read the textbooks but never managed a real campaign. You're getting someone who has coordinated the timelines, chased the assets, sat in the client calls, watched the KPIs drop and then went back to study the psychological mechanisms behind all of it.
That combination - operational experience plus behavioral science - is exactly what forensic marketing investigation requires.
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
KEY FINDINGS
01 —
Zone-based operational planning is the only way to run multi-experience events without cascading failures. Eight simultaneous branded zones require independent logistics planning — separate staff allocations, tech checks, inventory management, and contingency protocols — while presenting as one coherent experience. The coordination layer between zones is where events either hold together or collapse. Treating zones as interdependent rather than isolated was what kept all eight operational on schedule.
02 —
Dual-production livestreaming and on-site events require separate teams with coordinated timelines, not shared resources. 570K livestream viewers and 3,500 on-site attendees are two different audiences with two different experiences of the same event. Attempting to serve both with shared production resources means both are compromised. Separate teams with clearly defined handoff points — and a coordination layer above both — is the only structure that doesn't force a choice between them.
03 —
Media relations is a force multiplier for experiential marketing, not a supporting function. 56 media and influencer attendees generated 30+ published articles and 3.5M impressions — extending the event's reach far beyond the 3,500 people who attended in person. A physical event without a deliberate media strategy is a reach-limited activation. Treating press as a primary output rather than an afterthought is what turns an event into a campaign.
THE RESULTS
Operational delivery: All 8 experience zones operational on schedule. Zero technical failures across both simultaneous livestream productions. Giveaway and merchandise logistics executed without reported issues. Opening night media event delivered without incident.
Long-term impact: "Life's Good, Let's Play" positioned LG as a gaming-relevant technology brand in the French market at the precise moment Korean culture was entering Western mainstream attention. The direct commercial result — 100+ premium screens sold in the weeks following the event — demonstrated that experiential marketing built around genuine cultural alignment drives purchase behaviour, not just awareness metrics.
The event became a model for LG's future experiential activations in the European market.
3,500
On-site participants
570K
Livestream views
23M
Social media impressions
3.5M
Earned media impressions
56
Media and influencer attendees
30+
Published articles from 20+ journalists
8
Fully branded experience zones
100+
Premium screens sold post-event
1,000+
Giveaways and merchandise distributed
WHAT THIS MEANS FOR YOU
This event succeeded because every element — the zones, the livestreams, the media strategy, the influencer access, the merchandise — was planned and coordinated as part of a single operational system rather than a collection of parallel activities.
That's the difference between an event that runs and an event that delivers.
If your brand activations are generating impressions without generating
impact, or if your large-scale campaigns are producing results that don't justify the spend, that's a diagnosable problem.
Let's find out what's actually breaking down.
The Beliefs That Built This Business
Belief 1
Conversion problems are psychological problems wearing a technical disguise.
Brands spend thousands optimizing button colors and testing headlines while the real cause of death — invisible cognitive friction, trust collapse, loss aversion triggers — goes completely unexamined...
Belief 2
Most marketing research tells you what customers say. Consumer neuroscience tells you what they do.
There's a gap between what people report in surveys and what they actually do...
Belief 3
Operational experience is not optional for a marketing consultant.
You cannot diagnose a campaign you've never had to deliver...
Belief 4
Honest findings are more valuable than comfortable ones.
I will tell you what's actually killing your conversions — not what's easiest to hear...
PRIOR INVESTIGATIONS — FIELD RECORD
The Work Before The Consumer Autopsy
Before building a forensic investigation consultancy, there were 16 years of campaigns, projects, and client relationships. Here's what that actually looked like.
€2.6M
Earned media value
KitKat LFL Esports
84M+
Total impressions
Single campaign
275%
ROI
SEAT x MAD Lions
84K
Unique Twitch viewers
Kia x LoL Series
The Evidence
PUMA · LG · KITKAT · MAGNUM · SANTANDER · KIA · FOOT LOCKER · SEAT · GARNIER · GEN.G · NORAUTO · MOUV' · DEL ARTE ·