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Press Release

Imagination creates LG OLED Unleashed superfan experience

Imagination unveils debut Forza Horizon 5 integrated campaign for new client LG
[This unedited press release is made available courtesy of Game Developer and its partnership with notable game PR-related resource Games Press]

LONDON, 16th November 2021 – Imagination, award-winning experience design company created LG OLED X Forza Horizon 5 Unleashed, an integrated campaign including a once-in-a-lifetime gaming experience for Forza Horizon fanatics and influencer-led paid media content.

Held over 6 - 7th November at Dunsfold Park in Surrey, better known as the filming location for Top Gear, Imagination designed the ultimate gamers’ test drive of LG’s next-generation OLED screen technology with an immersive Forza Horizon 5 superfan experience. Working in collaboration with LG’s strategic partners, fans were taken under the hood, unveiling the new game in all its glory. 

The campaign was strategically targeted at Forza Horizon fans, as LG’s OLED TV technology is able to truly bring to life the stunning landscapes of Mexico which feature in the game, delivering an immersive experience to the delight of players.
 
Lucky winners of an online ballot attended the exclusive two-day experience, which celebrated some of the fan favourite elements of the popular game in an authentic way, with playful nods to iconic moments in the franchise such as ‘barn finds’. The experience included:

  • An exclusive play of Forza Horizon 5, ahead of the global launch on 9th November, with extended gaming sessions on Xbox Series X consoles and the latest LG OLED displays, along with interactive gaming experiences with 4D environmental aspects
  • The opportunity to uncover the ultimate ‘barn find’ and test drive the full potential of Forza Horizon 5 in the LG OLED Dream Gaming Setup, an immersive driving simulator housed in a stunning mirrored cube on Dunsfold Park runway
  • Powered by LG OLED TVs, the experience put guests ahead of the game with lightning-fast response times, next-gen graphics with infinite contrast, the latest gaming features, and displays capable of 120Hz for a smoother playing experience

 
The high-octane finale of the Unleashed campaign saw four influencers (Benny Central, Aarav, James Buckley and Vikkstar) put their real-life driving skills to the test on the Dunsfold Park track, before battling it out on Forza Horizon 5 in the LG OLED Dream Gaming Setup.
 
A film of the finale, produced by Imagination, was broadcast to the wider gaming audience online, forming part of a broader post-event influencer and paid media campaign for maximum exposure and reach.
 
VIEW VIDEO OF THE EXPERIENCE HERE
 
Jiri Bures, Executive Creative Director for Imagination, said: “By partnering with LG, we have created an experience that takes gamers on a full-throttle, high-octane ride through virtual landscapes using the pinnacle of TV technology. As the next generation of gaming unveils its potential, this partnership has put LG at the forefront of this exciting culture, creating a newsworthy experience and content that revealed the latest screen technology to avid gamers.”

Alex Sanghoon Yeo, TV Product Director for LG UK, said: “Gaming is one of the fastest growing segments for the TV market, and we have taken the needs of gamers into deep consideration with the development of LG OLED TVs. With our self-lit pixel technology boasting superior picture quality with vibrant, natural colours and infinite contrast, combined with the inclusion of 120Hz refresh rates and the many benefits of HDMI 2.1 connectivity, gamers will feel deeply immersed into the cinematic blockbuster quality of games like Forza Horizon 5.

“For years, LG has been at the forefront of TV technology innovation for home cinema, and we’re excited to bring our expertise to the table and be a part of the development of next generation gaming experiences. We’re just getting started!"

Imagination was awarded the LG business following a competitive three-way pitch in July.

ENDS

About Imagination
Imagination is an Experience Design Company headquartered in London, with 14 offices worldwide. Founded over 50 years ago on a principle of Independent Creativity - we bring together diverse groups of strategic, creative and practical people who remain free to find the right answers to client challenges. We remain independent to this day. We have earned a reputation for consistently challenging and changing the status quo, through our core offers of Consulting, Destinations, Content and Live. Imagination’s clients include Ford, IKEA, LVMH, Samsung, Jaguar Land Rover, HSBC, Major League Baseball, 3M, Turkish Airlines, Shell and Telstra. For more information, please visit imagination.com.

About LG
LG Electronics is a global innovator in technology and consumer electronics with a presence in almost every country and an international workforce of more than 75,000. LG’s four companies – Home Appliance & Air Solution, Home Entertainment, Vehicle component Solutions and Business Solutions – combined for global sales of over USD 56 billion in 2020. LG is a leading manufacturer of consumer and commercial products ranging from TVs, home appliances, air solutions, monitors, service robots, automotive components and its premium LG SIGNATURE and intelligent LG ThinQ brands are familiar names world over. Visit www.lg.com/uk for the latest news.

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