Systems | Illumination & Visualization | Jul 28, 2016

LG’s Effort to Recreate Northern Lights on OLED TVs Resonates with Consumers Worldwide

330 million illuminated pixels from 40 OLED TVs bring the astonishing Aurora to life. Successful campaign results in 12M video views and participation from hundreds of thousands of OLED TV and music fans.

LG’s Lights Out, Stars On campaign in Reykjavik, Iceland around its one-of-a-kind TV technology wrapped up in grand style with an OLED-themed concert by three high-profile Icelandic musicians — Ásgeir, GusGus and Ólafur Arnalds — at the award-winning Harpa Concert Hall. Designed to expose Iceland’s northern lights accessible to global consumers utilizing premium LG 4K OLED TVs, the multi-faceted Reykjavik campaign generated over 12 million views and online participation from over 360,000 consumers and fans.

The Lights Out, Stars On Concert began after a short introduction from Icelandic poet and novelist Andri Magnason and YouTuber Lewis Hilsenteger of Unbox Therapy. Ásgeir, GusGus and Ólafur Arnalds then took the stage one by one, performing alongside OLED screens depicting the beauty of Iceland’s northern lights. The images and video displayed on 40 OLED TVs (over 330 million pixels) behind the musicians added to the unique ambiance at the Harpa concert hall, creating an unforgettable experience for the 1,000 guests in attendance.

Running until November 20, the OLED Gallery exhibit features LG G6 OLED TVs to showcase brilliant 4K photographs captured by famous Icelandic photographers. Providing ultra-clear OLED images of Iceland’s northern lights, wildlife, volcanic activity, glaciers, geography and more, the exhibit has proven to be a popular attraction since opening to the public.

This campaign was inspired by an event that took place in Reykjavik a decade ago. During the 2006 Aurora Borealis viewing season, Icelandic poet and novelist Andri Magnason suggested that the city of Reykjavik come together to make the beauty of the night sky visible within the city for the first time. Magnason wanted the people of Reykjavik to see the northern lights and stars against a completely black backdrop. Just as eliminating light pollution allowed the people of Reykjavik to see the lights in all their glory, the pitch black backdrop of OLED TVs heightens the contrast and delivers richer images. LG OLED TVs feature individually illuminated pixels, eliminating the need for image-distorting LED backlights. Without this backlight, OLED TVs are capable of displaying perfect black images alongside bright, lifelike colors.

“Unique and creative LG events like Lights Out, Stars On in Iceland demonstrate the innovative personality of the LG brand as well as its technologies that continue to pique the interest of consumers, especially in the premium market segment whereby LG has continued to increase its market share based on the increase of OLED TV sales worldwide,” said Mr. Yong Geun Choi, President, LG Electronics Gulf. “We are confident that the premium market in the UAE and the region will also continue to see LG as a forerunner because of its innovation in its newest flagship OLED TV, which delivers OLED technology’s superior picture quality with perfect blacks, unparalleled contrast and more colors on an elegant, stunningly slim design.”

In order to make Lights Out, Stars On a truly global event, LG gave away tickets via Facebook as part of an all-expenses paid Reykjavik travel package. A total of 4,000 fans entered the contest from the several countries such as USA, India, France, Germany, Sweden and UAE from which 8 winners were selected. In addition, the campaign’s video has been seen by 12 million viewers as of July 15 and was listed on Advertising Age’s top 10 weekly viral video chart in early July.

“We are excited that our event in Iceland has been so successful, attracting so many visitors and influencers,” said Brian Kwon, president of LG Home Entertainment Company. “Our innovation in television technology allowed us to launch the world’s first 55-inch OLED TVs in 2013. Our leadership is helping to pave a new path for OLED, with sales projected to double every year until 2020. We will continue looking for creative ways to improve our technology and to connect with consumers around the globe. Lights Out, Stars On is an excellent example of how unique approaches can help the company reach new audiences and clearly communicate the advantages of OLED.”

To view the teaser video on YouTube, go to: https://goo.gl/TVxXTP

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