Late 2017, LG signed a major sponsorship with the FA, becoming an official partner of the England senior men’s team and Wembley Stadium connected by EE. This new alignment coincided with the preparation of the FIFA 2018 World Cup, so we were tasked to create a campaign that not only increased LG’s association with football but capitalised on all the retail noise leading up to the event.

A HKX collaboration between ourselves, Arena Media and HKX Partnerships team, we came up with the campaign concept ‘Live The Game’. This was developed from the insight that most England fans will experience the World Cup from their living rooms rather than in Russia.

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We created a 3 part video series with past, present and future England stars - Terry Butcher, Eric Dier, and Dominic Calvert-Lewin - produced and filmed by ourselves and HKX Productions at St. Georges Park. It showcased them reliving their key matches on a LG OLED E8 and captured their real conversations as they ‘Live the Game’. 

These videos sat on an LG microsite www.lg.com/uk/livethegame and were distributed via key media partners. One of which was the Telegraph, who not only extended the campaign reach but enlisted legendary football commentator John Motson, to write advertorials and star in videos filmed in the LG box at Wembley, reminiscing on his top England memories.

All ‘Live The Game’ content sat on a bespoke Telegraph hub and across their football webpages and channels (video, social, digital and print), as well as through LG and FA owned networks.

Amplifying the ‘Live the Game’ message further, we partnered with Acast to sponsor ‘The Football Ramble’ (largest independent football podcast in the UK) and created branded segments where we asked listeners to submit their own favourite England moments to win a LG TV.