LG teams up with Underground Film Club on new category launch

LG has partnered with the Underground Film Club at London's Waterloo for a six-week activation, to celebrate the launch of its new television category, LG Oled TV.

LG is partnering with the Underground Film Club for a six-week experience
LG is partnering with the Underground Film Club for a six-week experience

The activity, to launch tomorrow (11 November) and devised by agency Brand & Deliver, will see cinema-goers able to test out the picture quality of movies on LG’s G4 smartphones, with brand ambassadors on hand to provide support and information at weekend screenings.

The Film Club will also feature a LED/OLED comparison wall, showing the two technologies side-by-side, while a timeline graphic will tell the story of home entertainment from the CRT TV of the 1960s right through to LG’s latest technology.

The activity will take place until 21 December, and it aims to convey the brand's core message of 'Take Cinema Home'. Vintage cinema board signage and neon lighting is to be used, and the space will feature branded beer mats and sweet bags.

Visitors to the Underground Film Club will also have the chance to take part in a competition to win their own TV, by taking a selfie with the OLED TV in the background and sharing the image on social media.

Hayley Lawrence, head of events at Brand & Deliver, said: "The Underground Film Club is one of the coolest cinema experiences London has to offer. This activation perfectly demonstrates how the OLED TV offers a truly cinematic experience at home."

Carolyn Anderson, head of consumer marketing and retail at LG, added: "The LG OLED TV doesn’t just build on previous TV technology; it’s a total reinvention, completely unrivalled in its ability to produce black levels and contrast to produce the perfect picture. The Underground Film Club is the perfect place to showcase this brand new technology to cinema loving audiences."

LG activated at V Festival earlier this year with a Club G4 Experience.

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