Brand & Deliver Brings LG and Underground Film Club Together

LG has partnered with the Underground Film Club in Waterloo to promote its whole new television category, LG OLED TV, with the core message ‘Take Cinema Home’, in a partnership activated by Brand & Deliver.

Running from 11th November to 21st December, the partnership will showcase LG’s next generation OLED TV, which is unique in using self-lighting pixels that switch on and off individually, delivering the best home cinema experience available.

In an experiential element, LG G4 smartphones will be on display, allowing visitors to see the picture quality of movies on the move, with LG brand ambassadors on hand to help and advise at the weekend screenings. An LED/OLED comparison wall will show the two TV technologies side by side to clearly demonstrate the advanced picture quality delivered by the new LG OLED TV, while a timeline graphic taking over an entire wall will tell the story of home entertainment from the CRT TV of the 1960s through to OLED technology.

The art direction leads with eye-catching typography, using vintage cinema board style signage and neon lighting to carry the LG OLED TV message, along with branded beer mats and sweet bags. A competition mechanism will invite visitors to take a selfie with the OLED TV in the background and share on social media for the chance to win a their own TV.

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 & Retail at LG, said: “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.”