LG Electronics Brings 3D Robot Vacuum Advertising to Life on Seoul’s Giant Digital Billboards

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LG Electronics’ RONi robot vacuum cleaner appears to remove stains from giant digital billboards in Gwanghwamun in Seoul, South Korea. / Courtesy of LG Electronics

LG Electronics has launched a large-scale digital out-of-home (DOOH) advertising campaign in Seoul, South Korea, using immersive 3D visual effects to promote its RONi robot vacuum cleaner. The campaign transforms some of the capital’s most prominent digital billboards into giant cleaning scenes, attracting attention from pedestrians and international tourists.

The advertisements are displayed in Gwanghwamun, Seoul’s central business and cultural district, and Myeongdong, one of South Korea’s best-known shopping destinations. Both areas offer high pedestrian traffic and significant exposure to domestic and international audiences.

The campaign uses anamorphic visual effects to create the illusion of cooking grease and strawberry jam spilling down building facades. RONi then appears on the massive screens, releasing 100°C steam and cleaning away the stains. The animation demonstrates the product’s steam-cleaning technology through a visual story designed specifically for outdoor advertising.

At the Dong-A Media Center in Gwanghwamun, 3,000-square-meter curved LED billboard features grease flowing down a 60-meter-high vertical display. The dramatic movement takes advantage of the screen’s height to create the appearance of stains covering the building.

LG Electronics’ RONi robot vacuum cleaner appears to remove stains from giant digital billboards in Myeongdong in Seoul, South Korea. / Courtesy of LG Electronics
LG Electronics’ RONi robot vacuum cleaner appears to remove stains from giant digital billboards in Myeongdong in Seoul, South Korea. / Courtesy of LG Electronics

In Myeongdong, a 1,722-square-meter L-shaped LED billboard at the Kyowon Naewoe Building delivers a different visual experience. RONi moves across two connected screens, creating the impression that the robot is cleaning the exterior walls of the building.

Both digital billboards offer brightness levels of up to 10,000 nits, helping maintain strong visibility in daylight. Their prominent locations in central Seoul also attract visitors who photograph and share the displays on social media.

Rather than using identical advertising content across multiple locations, LG Electronics developed separate animations tailored to each billboard’s size, shape and architectural structure. This approach allows the physical characteristics of the buildings to become part of the advertising message.

The DOOH campaign forms part of LG Electronics’ broader marketing activities, which began in June and include television commercials, streaming platforms, digital advertising and product demonstrations at major department stores across South Korea.

According to LG Electronics, online searches for “LG robot vacuum cleaner” increased approximately 180% compared with the previous month during the first month following the campaign’s launch.

The campaign highlights how Seoul’s large-format digital billboards are being used for more than conventional advertising. By combining location-specific creative content, 3D visual effects and product demonstrations, LG Electronics has turned two prominent urban advertising sites into distinctive brand experiences.