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With only 62% of households in the UK knowing about the benefits of Smart TV technology, LG needed an experience in the lead up to Christmas that would educate target consumers on the benefits of their Smart TV range, provide hands on demonstrations and give an opportunity to buy… all whilst delivering an eye catching experience to wow and capture the attention of the public to top it all off!
I was tasked with responding to LG’s brief and preparing for the pitch, including idea generation, product and market research, competitor activity, products and consumer research including vox pops.
After the winning the pitch, I moved on to planning, organising event spaces, writing press releases and getting out into the field to manage the event, engage consumers, live blog and update social media on stand.
To really bring Smart TV to life and inspired by LG’s innovative USP, the Magic Remote, the LG ‘Magic in Your Hand’ roadshow toured the UK’s biggest shopping centres and made a show stopping appearance at the Gadget Show Live at Christmas. The stand was equipped with LG’s full Smart TV range on display with trained brand ambassadors delivering hand on demonstrations. A variety of zones also showcased features including the Cinema 3D Zone giving an up close and personal taste of passive 3D tech, the Dual Play Zone delivering a game changer for split screen gaming and Smart TV pod.
At the Gadget Show Live at Christmas, an £18K Vesaro racing simulator chair kitted out with three 42 inch LG Smart TVs delivered the ultimate gaming experience, and the public got a first look at upcoming innovations from LG, including the 55 inch, 4mm thin OLED TV and grand unveiling of the world’s first 84 inch Ultra HD Smart TV.
And to top it all off, the magic was put into the hands of stand visitors (literally!) with four augmented reality experiences to showcase and immerse consumers into the features of LG’s Smart TV technology, including movies on demand, catch up television, sports and fun apps such as Youtube.
Participants stepped into the set of a movie to defuse an evil scientist’s bomb (movies on demand), show off their moves and dance Gangnam Style (Youtube) and even enter a scene from Frozen Planet and get to feed polar bears (catch up television).
This included catch up television such as Frozen Planet, movies on demand, live sport and fun apps including Youtube and Facebook. On two massive video walls made up of 9 LG Ultra Slim screen bezel displays, visitors got to foil the plans of an evil villain by disposing of his bomb with wire cutters, feed fish to a polar bear and take to a virtual stage and show off their dance moves with the Magic Remote! Each interaction was recorded and emailed to participants to relive the experience and share with friends.
