TRO, Inition and LG team up to put magic in shopper’s hands
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Global leader and technology innovator in consumer electronics, LG launched on Friday “The Magic is in Your Hand” road show and augmented reality brand experience at the Excel Centre, London for the Gadget Show Live.
The consumer experience has been designed to promote the interactive nature and functionality of LG’s Magic Remote, which allows users to easily control their LG Smart TV and a wide selection of content with simple gesture and voice commands.
Jointly created by TRO Group and creative technology company Inition, the experience forms part of a wider road show debuting at the Gadget Show Live at the London ExCel Centre on 30th November.
The brand experience will then tour UK shopping centres including the Bullring in Birmingham, Westfield Stratford and Manchester’s Trafford Centre throughout December.
LG’s stand managed by experiential agency TRO at The Gadget Show Live showcased LG’s Award Winning Smart TV platform offering including the highly anticipated OLED and world’s first 84-inch ULTRA HD Smart TV. The installation at the Gadget Show Live featured two large video walls compromised of 9 of LG’s Ultra Small screen bezel displays which allow users to interact with and experience the various features and benefits of Smart TV using the Magic Remote.
Within the experience participants are given the choice of four genres to explore that link to the features of the LG Smart TV, including movies on demand, catch up television i.e. Frozen Planet and fun apps such as YouTube and Facebook. The creative concept encourages participants to enter the set of a movie to defuse a bomb and feed polar bears using the Magic Remote technology – literally putting the magic in their hands.
Members of the public who try out the experience will be emailed a video clip of themselves interacting with the screen to encourage sharing on social media channels.
The campaign is being managed by lead experiential agency TRO, which won the business following a competitive pitch. Creative technology agency Inition built the real-time interactive content and custom hardware to enable participants to interact with the augmented reality scenarios built around a bespoke hybrid depth-camera and gyro-sensor solution to give accurate tracking of the user’s hands in three dimensions.
“’The Magic is in Your Hand’ road show is a celebration of LG Smart TV’s unique magic remote technology that allows the public to take control of their augmented reality experience to create a truly unique video for them to share with friends,” says TRO’s account director James Barnes. “LG chose experiential as they are excited to showcase their new range of LG Smart TVs and launch a host of new ground breaking products that LG have on sale right now such as the world’s first 84-inch ULTRA HD TV; plus a taste of what they can look forward to in 2013 with the game changing OLED TV technology (4mm thin TVs).”
“This installation really focuses on communicating the immersive nature of the Magic Remote, by making large screen augmented reality truly interactive” comments Stuart Cupit, creative technologist at Inition. “By combining augmented reality with the wide variety of content available on an LG Smart TV, and letting participants experience the content, we’re putting the Magic Remote at the centre of that experience.”
Following the Gadget Show Live, the installation will also be replicated at the following shopping centres: The Bullring Birmingham, Westfield Stratford and Trafford Centre in Manchester during December. The first installation will be seen on LG’s stand at The Gadget Show Live from 30th November 2012, stand D1.
For further information and a video of the activity see the campaign website: www.lg.com/uk/magic
