THE CHALLENGE HAND IN HAND SHOWN HOW VISION ANGLES CAN AFFECT EVEN ICONIC FOOTBALL STARS IN ENGLAND
Steven Gerrard and Adam Lallana
LG Electronics (LG) successfully concluded its LG Nano CellTM Super Party, which pitted international soccer stars Steven Gerrard and Adam Lallana in a unique one-on-one competition, and generated more than 100 million hits and more than 4 million hits. social interactions on YouTube, Facebook and Instagram Channels. LG’s popular video campaign also topped the Advertising Age’s Viral Video in the second and third weeks of August.
The LG Nano Cell Super Match sparked passionate responses on social networks and this high level of commitment to its campaign was due to a combination of factors. First, the LG Nano Cell Super Party took advantage of the brilliant football skills of Steven Gerrard and Adam Lallana. Secondly, several YouTubers holding huge online audiences, such as Ali-A, ChrisMD and Freekickerz, participated and commented during the Super Match. More importantly, the success of the Super Match was based on LG’s experimental arena, which demonstrated how the precise colors of LG’s Nano Cell TV from any angle provide a key benefit both in the field and in the living room .
In a video that has been seen millions of times around the world, Gerrard and Lallana show off their world-class football skills by skillfully aiming the ball in small numbered squares on a screen placed at a 60-degree angle of the players. The unique tilt design was split in half and divided by a double-sided display, which shows a range of numbers indicating the values of the points with more and less alternative signs. During the challenge, both Gerrard and Lallana had difficulty achieving high scores on the screened side of a conventional LCD TV because they could not read the positive and negative signs on the screen correctly.
However, this did not happen on the side of the field equipped with SUPER UHD TV enabled with LG’s Nano Cell, as both players could see LG’s Rich Color Millions from any angle in the arena. Nano Cell displays can maintain excellent picture quality at angles up to 60 degrees. In contrast, other LCD TVs with narrow viewing angles suffer image degradation, resulting in colorless colors and even the omission of some visual content when the screen is viewed at an angle of more than 30 degrees from the center.
“When I checked the scoreboard after the first round using LG’s SUPER UHD televisions with Nano Cell, I wondered what had happened to Lallana’s abilities on the other side, but once we switched sides, I noticed it was much harder to figure out what goals to hit. The interesting arena taught me that by being able to clearly see what’s there and what not even at extreme angles, it’s important to score goals and when you watch TV in the living room”
The ability of a television to consistently represent images across a range of viewing angle is getting more attention from experts as an important factor in determining the overall quality of the image. Although other LCD TVs claim the ability to produce billions of colors, viewers can only experience these benefits when they are seated directly in front of the TV center. This is because the colors, contrast and brightness of these displays may vary depending on the viewing position or the user’s angle. However, according to a survey by IPSOS, on average, only four percent of US and French viewers watch television while sitting in front of their TVs, while more than half of viewers watch their LCD TVs from lateral angles.
“As a midfielder, maintaining a broad view of the entire field is essential to making accurate passes and taking advantage of shooting opportunities, this experimental event showed me that the wide viewing angles of a television are as important as having a broad field view for the football players. This is a key advantage when watching sports on TV with your family or friends.”
LG’s 3rd generation 2017 SUPER UHD TVs with Nano Cell display technology can deliver richer, more accurate colors with wider viewing angles than conventional LCD displays. What this means is that friends and family sitting on a long sofa will not experience any difference in perceived color if they are sitting directly in front of LG SUPER UHD TV or at a 60 degree angle. LG’s SUPER UHD TVs are also the ideal platform for consumers to view any content, in particular live sports, helping them to see the full picture information on the screen from any angle.
“We are delighted that LG’s Super Nano Cell Party has achieved such a positive reaction from the global online community, with the success of our social media campaign, the company hopes to pay more attention to the various disadvantages of conventional LCD TVs and their limited viewing angles, which detract from the overall experience of a spectator. The Super Nano Cell Party video will also allow more consumers to understand the importance of wider viewing angles when choosing a TV for their living room. “
VP of the Marketing Department
LG Home Entertainment Company.
Visitors to IFA 2017 in Berlin experienced the visible difference of the wide viewing angles to watch television. Participants passed the LG booth for an interactive experience that simulates what football stars could and could not see during the Super Nano Cell Party. More information about the campaign can be found at www.lg.com/NanoCellSuperMatch