LG Electronics, an official partner of the England senior men’s team (and of Wembley Stadium connected by EE) is rolling out a new UK campaign, called ‘Live The Game’, ahead of the big summer of football.
The above-the-line campaign, reported to be worth £5m, activates its partnership with The FA and primarily aims to launch LG’s new range of OLED AI TVs.
The central ‘Live The Game’ concept revolves around the insight that most England fans will engage with and experience the Russia 2018 tournament from their living rooms, but that with LG’s Home Entertainment products fans can live the key moments as though they are actually in the stadium.
Kicking off the campaign is a video series featuring a team of past (Terry Butcher), present (Eric Dier) and future (Dominic Calvert-Lewin) England football stars.
The players from the three eras are featured watching England v Germany (1990), England v Slovakia (2018) and England v Venezuela (2017) on an LG OLED E8.
In true Gogglebox style, the spots captures the real conversations between the players as they ‘Live the Game’ and reveal just how each player felt during the big game moments.
This phase opened with a trailer spot in late April,
before the three episodes rolled out in the second week of May.
The campaign creative is initially distributed across news and sport media brand The Telegraph via a bespoke hub and across all of the news organisation’s football channels (video, social, digital display and print), as well as on both LG and The FA’s own networks and channels.
‘Live the Game’ also lives on the brand’s UK website (http://www.lg.com/uk) and the campaign also includes the brand’s first sponsored moment on Twitter.
Experience the beautiful game with LG’s OLED TV AI ThinQ and these England legends! https://t.co/SKwv0dTdVD
— LG UK (@LGUK) April 26, 2018
The campaign is also slated to run across UK television channels ITV, Channel 4 and Sky (as well as via VOD services) through May and June with content showcasing LG’s new AI technology.
Plus, to further amplify the campaign’s core concept of re-living a game and to try capture an untapped football audience, LG has also partnered with Acast to sponsor the largest independent football podcast in the UK, the ‘Football Ramble’ and FourFourTwo’s preview guide.
A PR strand of the activation sees LG bring football home to the streets of Wembley through a home entertainment giveaway to residents living on streets with the word ‘Wembley’ in their name.
LG aims to capture the ‘surprise and delight’ of the winning residents reveal moment with a visit from an England legend and an LG ambassador who will gift them with LG Home Entertainment products (including OLED and Super UHD TV’s, SoundBars and ThinQ AI Speaker).
Carolyn Anderson, Marketing Director LG UK said: “This is a major year for football and the home entertainment industry alike – as the Official Partner of the England men’s team and Wembley Stadium we have a unique opportunity to capture the hearts and minds of football fans with our ‘Live the Game’ campaign. Our £5million investment makes this one of our largest marketing campaigns in the UK to date and demonstrates our commitment to maximising our sponsorship with The FA and ensuring we are the number 1 home entertainment brand for football fans this summer.”
Comment:
This deeply integrated and comprehensive World Cup work runs in parallel with another LG football campaign activating its Wembley and FA rights around the FA Cup Final.
This campaign, which includes multiple strands from ambassador creative to ticket competitions, ensures a major soccer summer for the brand in the UK.
An epic clash of two footballing titans
Watch legendary commentator #JohnMotson talk about who will come out on top of The @EmiratesFACup Final https://t.co/L232M5i1gK pic.twitter.com/AY8LBfRNQO
— LG UK (@LGUK) May 17, 2018
If you want to be at the @EmiratesFACup final to see @ChelseaFC v @ManUtd, head over to our Facebook page and tell us who you're supporting and which lucky guest you'd bring with you #LiveTheGame https://t.co/tNu8h3c9Bz pic.twitter.com/4c9Sh7JRnj
— LG UK (@LGUK) May 12, 2018
Links:
LG
https://www.instagram.com/lg_uk/
https://www.youtube.com/user/LGBlogUK
The FA
https://www.facebook.com/EnglandTeam
https://www.youtube.com/user/fatv
