Liverpool’s Steven Gerrard and Adam Lallana, supported by YouTube soccer stars the F2Freestylers, front LG’s pseudo-dramatic ‘Nano Cell Super Match’ campaign: a multi-channel commercial and competition led initiative which sees the footballers challenge one another in a match of accuracy and strategy.
The campaign, which promotes the launch of LG’s new Nano Cell TV by focusing on its advanced colour capabilities, is spearheaded by a ‘Gerrard v Lallana’ spot featuring the former Liverpool captain and now club coach and the team’s current winger shooting balls at a nine-panel screen.
The players are aiming for the highest numbers, but the creative twist is a surprise secret on the TVs: the Nano Cell hides negative signs at tighter angles to produce a better picture.
The ad, which debuted on 31 July and was launched to coincide with heightened consumer football interest around the approaching new season, urges viewers to ‘Find out the hidden stories from LG Nano Cell Super Match and don’t miss your chance to win special gifts autographed by the players’.
The hero spot was further supported by additional videos including a ‘Gerrard and Lallana’s Interview’
and a ‘YouTube stars’ Interview’ too.
The videos all drive viewers online to discover more stories about LG Nano Cell Super Match on the campaign’s digital hub at http://www.lg.com/NanoCellSuperMatch
The initiative is also running across the brand’s social channels – with the #LG #NanoCellTV #LGSUPERUHDTV#LGNanoCellSuperMatch #Gerrard #Lallana hashtags – including Facebook
and Twitter –
See Liverpool football legends old and new collide!
Watch the video on Facebook to #WIN! Enter here >> https://t.co/vP2vhQhNcU #NanoCellTV pic.twitter.com/qx2pMsYfjX— LG UK (@LGUK) August 1, 2017
where the campaign’s consumer competition offers viewers a chance to share their own story to enter a contest to win a NanoCell TGV and/or special prizes (including shirts and balls signed by Steven Gerrard and Adam Lallana.
All entrants need do is to ‘Like’ one of the campaign’s social posts/content pieces, add a comment about ‘your dream of watching Nano Cell TV’ and ‘your friend or family who you love to experience it together’ with hashtag #NanoCellTV #LGSUPERUHDTV#LGNanoCellSuperMatch #Gerrard #Lallana between 1 and 21 August.
The winners will be chosen and announced on the LG TV Facebook page.
Comment:
It was something of a surprise to us to discover that this campaign’s hero spot topped the rankings in Ad Age’s weekly ‘Viral Video Chart’ for the w/c 7 August with more than 33m views.
An impressive performance indeed!
Perhaps it will be Liverpool FC’s season after all?
Although, this is an athlete endorser marketing initiative rather than a club sponsorship campaign. The players are even wearing generic Puma tops rather than official Liverpool FC New Balance kits.
Links:
LG
http://www.lg.com/NanoCellSuperMatch
https://www.youtube.com/user/LGHomeAppliance
