LG’s 'Lights Out, Stars On' campaign in Reykjavik, Iceland, wrapped up with an OLED-themed concert featuring three high-profile Icelandic musicians.
Designed to make the Northern Lights accessible to global consumers by utilising 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 to the stage, performing alongside OLED screens depicting the beauty of the Northern Lights in Iceland. The images and video displayed across 40 LG OLED TVs (over 330 million pixels) behind the musicians, adding to the ambiance of the Harpa Concert Hall.
In addition to the concert an OLED Gallery exhibit, running until November 20, features LG G6 OLED TVs showcasing 4K photographs captured by famous Icelandic photographers. Providing OLED images of the Northern Lights in Iceland, wildlife, volcanic activity, glaciers, geography and more, the exhibit has apparently proven to be a popular attraction since opening to the public.
The 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 in 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, OLED TVs are capable of displaying perfect black images alongside lifelike colours.
In order to make Lights Out, Stars On a 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.”
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