The Campaign

Over 80% of world cannot witness the beauty of night sky. So LG OLED TV took a journey to retrieve the beauty. A poem inspired us, "When the artificial lights are turned off, the aurora – the treasure of Reykjavik’s Night sky – will be revealed in its original form." A city even turn-off all lights to fully appreciate its magnificence. So LG OLED TV try to capture its beauty in its most natural form. Thanks to self-lighting pixels-dimming itself without any artificial backlight, LG OLED TV expands the color scope and expresses life-like colors in perfect black. In addition to collaborating with Reykjavik City, Harpa Concert Hall and many world-famous YouTube stars and musicians, LG OLED TV shared the experience of witnessing the Perfect Black sky through concert and online including earned media and owned media.

Creative Execution

(1) Teasing + the concert June 20th, 2016(D-30 Concert day), teaser video launched hinting at a prelude for the Aurora campaign. Over 10 million hits in just 2 weeks, and was selected as one of the top 10 weekly viral videos by AdAge. LG OLED TV welcomed visitors to the city of Reykjavik. The airport signage, the out door advertisement, and leaflet were shown to 2,752,000 people. On that day, numerous spectators(+900) visited Harpa to enjoy the concert and continuing for 6 months, LG OLED Gallery became a new tourist attraction reaching about 1,008,000 visitors. (2) web content LG OLED TV invited YouTube stars and they have spread spontaneously our message worldwide. 58 million hits on YouTube, and 1.9 million social actions in relation to the campaign.

[Selected by a top viral film chart of Ad age for 2 weeks] 1) http://adage.com/article/the-viral-video-chart/beats-strings-nintendo-switch/306441/ 2) http://adage.com/article/the-viral-video-chart/victoria-secret-apple-shell-viral-video/306553/ [Totally 78M views and making 1.9M social actions. (29th Nov)] https://youtu.be/REVPwzNtiDI?list=PLBtp_AFLHDXH3wlluTCsCt0Cl-H0Y6jT0 https://youtu.be/7WOTuprjdQg?list=PLBtp_AFLHDXH3wlluTCsCt0Cl-H0Y6jT0 [Achieving top comment and sharing posting on Facebook (9th May~8th Nov)] Like 88,536 Comment 4,727 Share 11,507 buzzsumo, https://app.buzzsumo.com/research/facebook/

Someone who dreamed of witnessing aurora once in a life can participate in Aurora Campaign as a audience of concert, and SNS promotion - which was held in many of European countries, UK, France, Germany, and the others. (1) LG OLED Gallery : displaying images of Iceland’s natural wonders, reproducing Icelandic photographers’ images of volcanoes and glaciers on the LG OLED TV. (2) Concert : A feast of light beginning with a performance by Icelandic musicians and Aurora on screen. More than 900 spectators immersed in the music and grandeur presented through LG OLED TV.