In May, the Aurora Borealis Was Visible in Romania

Posted in Blog, News on Apr 17, 2018

The spectacle of the Aurora Borealis takes place at heights over 80 km above our planet, and can be seen from Norway, Iceland, Siberia, Alaska or Canada; but, through the project that LG made with The Good Company, the intense glow and the play of the colours specific to this phenomenon were admired, for the first time, by audiences in Romania.

The spectacle of the Aurora Borealis takes place at heights over 80 km above our planet, and can be seen from Norway, Iceland, Siberia, Alaska or Canada; but, through the project that LG made with The Good Company, the intense glow and the play of the colours specific to this phenomenon were admired, for the first time, by audiences in Romania.

Communication for the project started on May 4th, and, on the “Night of the Museums”, with the help of world-famous astro-photographer Alex Conu, LG organized an atypical photo exhibition, meant to give the public a realistic viewing experience of this spectacular phenomenon. The event took place at Arcub Gabroveni on May 20th, with Alex’s photos and videos playing on latest-generation LG OLED 4K TVs.

“OLED means technology raised to the level of art. Every pixel of LG OLED TVs is controlled on/off individually, the background becomes perfectly black, and the colours rendered are more vivid. This technology ensures a fluidity of image and the ideal conditions to render the light cascades – violet or green, pink or blue – that appear on the night sky. The challenge to render the Northern Lights – a spectacular phenomenon that awes the public every year on the dark night sky – onto the screens of LG OLED TVs was the perfect way to present our product features to the audience, while offering them a memorable experience”, declared Ioana Cristescu (Senior Marketing Manager, LG Romania).

“I just happened to watch the Aurora Borealis spectacle at the beginning of the year, in Norway. When we started our collaboration with LG and discussed the project, it was only natural to associate Alex Conu – whom I had been silently following – with our campaign. Thus, we created a context ripe for discussing the Northern Lights in Romania, perhaps inspiring those present to travel to the ends of Europe, should they wish for this unique experience. The Northern Lights are a topic worth discussing and putting on your bucket list, if you haven’t seen it yet. We took our first step with the aid of OLED technology”, declared Delia Mărgărit (Managing Partner, The GOOD Company).

“Our first project with LG turned out to be extremely interesting, achieving a balance between brand communication and offering an experience meant to amaze and inspire the audience. Our collaboration with Alex Conu was extremely interesting, as he’s someone with many stories about photography, great places and life experiences. We were lucky enough to get instant chemistry between Alex and the LG products we launched through this project, especially since it’s always preferable (though often hard to achieve) to talk about the things we believe in, and that fit us. This was probably the catalyst for this project, the fact that we all believed in the awe-inspiring potential of the newly launched product”, declared Magda Topolică (Sr. Account Manager, The Good Company).

Thanks to the advanced technology of LG OLED 4K TVs, the participants were able to admire Alex Conu’s photos and videos almost as through a window beyond the Polar Circle, and learn lesser-known details about the Aurora Borealis, advice on how to best capture and play it back realistically, as well as info on the LG OLED products and technology. Exhibition visitors and special guests alike were surprised at the quality of the images and the vibrant colours, feeling that a monitor gave them access to the beauty of this spectacular phenomenon. The ”Discover the Aurora Borealis in Romania” integrated campaign comprised of offline and online communication elements, the aid of numerous bloggers and specialist publications, and the help of the Night of the Museums team which made it a real presence on Facebook. The general public was able to learn all the details by accessing the lgoled.ro platform.

The ”Discover the Aurora Borealis in Romania” integrated campaign comprised of offline and online communication elements, the aid of numerous bloggers and specialist publications, and the help of the Night of the Museums team which made it a real presence on Facebook. The general public was able to learn all the details by accessing the lgoled.ro platform.

Participating Teams: The LG team participating in developing this campaign was comprised of: Ioana Cristescu, Senior Marketing Manager, LG România; Ștefania Nicolau, Marketing Specialist; LG România; Ciprian Mirea, Home Entertainment Product Specialist, LG România. The team participating in developing this campaign was comprised of: Delia Margarit (Managing Partner, The GOOD Company), Magda Topolica, (Sr. Account Manager, The GOOD Company), Dan Coravu (Content Creator, The GOOD Company), Florence Luca (Creative Director, Digital Friday), Teodor Bradu (Creative, Digital Friday), Anita Kevorchian (Graphic Designer, Digital Friday).