Experience design company Imagination has launched a new integrated campaign to promote the brand’s LG OLED TV technology. 

The LG OLED X Forza Horizon 5 Unleashed integrated campaign includes the creation of an immersive gaming experience which will be amplified by an influencer marketing campaign. 

The gaming experience ran from 6 - 7th November at Dunsfold Park in Surrey, where Top Gear is filmed. Imagination designed a gamers’ test drive of LG’s next-generation OLED screen technology with an immersive Forza Horizon 5 superfan experience. 

The campaign taps into the buying power of gamers and showcases the graphics and backdrops of the Forza Horizon game. 

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 subsequently broadcast to the wider gaming audience online.

Jiri Bures, Executive Creative Director for Imagination, explained: “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, added: “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.

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