LG takes the 3D route

LG brings out the 3D element of its Cinema 3D Smart TV with 20-plus feet giraffes on huge 3D billboard.

LG Ad, the in-house advertising agency for the LG Group, launched a 3D out of home campaign for LG's Cinema 3D Smart TV, a product that was launched in April 2011. Currently, the billboard is up and running only in Siliguri, West Bengal.

The 40 feet x 20 feet billboard takes the form of a television set. The TV billboard display 'telecasts' two giraffes in a 3D format. In a bid to demonstrate the 3D effect, one of the giraffes is shown coming out of the television screen, while the other one is yet to emerge.

According to the company, the fabrication of the giraffes in 3D (especially, their heads) was most challenging. It took 25 days to complete the entire fabrication. The giraffes were then mounted on the billboard and a motor pulley, along with other technical equipments, were placed inside the head of the giraffes to give it a 3D movement effect, just like it is on television.

Raj Mohanty, general manager, OOH and BTL, India, LG Ad, says, "The main challenge was to fabricate the 20-plus feet giraffes to give a 3D view, as well as install, and also execute the creative in a Tier 3 city. To do the same thing in a metro city is easier."

With Siliguri being the gateway to the north-east India, the project was initiated by LG's Siliguri marketing team in an attempt to boost its presence and sales in the area through outdoor as the key medium. The billboard was put up at the Siliguri NJP Station. It will be there until December 15, 2011.

Commenting on the campaign, Rishi Tandan, general manager, marketing flat panel display LG, comments, "The key proposition of our Cinema 3D TV is to provide a completely immersive entertainment experience to our consumers. After launching a successful ATL campaign for Cinema 3D, we felt the need to create an innovative and eye-catching element. The best media for that was OOH."