Read the full case study: Forza Horizon 5 launch campaign
A launch campaign for Forza Horizon 5 across Xbox and LG, where Tom ran delivery and the creator side: Vikkstar, James Buckley, Aarav and Benny Central, from a test track at Dunsfold Park to their own channels.
Client: Xbox, LG, NewGen, formerly Kairos Media
Tom's role: Account Manager, NewGen (Kairos Media). Ran delivery and the creator side: booked, briefed and managed the four creators. The pitch was won elsewhere in the agency, and Imagination was LG's lead agency.
Years: 2021
Platforms: YouTube, Livestream, Live event, Xbox Series X
Key numbers
- 18.8m: online reach for the campaign, reported by Imagination
- 1.2m: online engagement, reported by Imagination
- 95%: of attendees consider LG OLED part of the dream gaming setup, reported by Imagination
In short
- Imagination, LG's lead agency, reports 18.8m online reach and 1.2m online engagement for the campaign, with 95% of event attendees considering LG OLED part of the dream gaming setup.
- A launch campaign for Forza Horizon 5 across Xbox and LG.
- LG ran it as LG OLED Unleashed, with Xbox Series X consoles on LG OLED screens.
- The centrepiece was a live event at Dunsfold Park, the Top Gear track, in November 2021.
- Tom ran delivery and the creator side: Vikkstar, James Buckley, Aarav and Benny Central.
- The creators' campaign videos ran from 12 November to 6 December 2021.
The starting point
Forza Horizon 5 is a racing game by Playground Games, published by Xbox Game Studios. It launched on 9 November 2021, with Premium Edition access from 5 November. LG wanted gamers to see OLED televisions as a match for gaming monitors. Its answer was to build a dream gaming setup itself and put creators in it. NewGen, then Kairos Media, is a London agency founded in 2015 that runs campaigns for Gen Z and gaming audiences. The pitch was won elsewhere in the agency.
What Tom did
Tom was Account Manager at NewGen (Kairos Media), running delivery and the creator side on Xbox and LG. He ran delivery of the month long activation. That covered livestreams, in person events, brand channel content and creator channel content. The creator side was his remit. He booked, briefed and managed Vikkstar, James Buckley, Aarav and Benny Central through the campaign. He did not pitch, win or price it, and he counts it among the most useful things he has done.
How it worked: formats, team, partners, decisions
The live event. Competition winners spent two days at Dunsfold Park, the Top Gear filming location. They played Forza Horizon 5 on Xbox Series X and LG OLED before its global launch, and met the game's creators. On the runway stood the Dream Gaming Setup, a 4D racing simulator inside a mirrored cube.
The creator finale. Four streamers raced a driving challenge on the Dunsfold track. Then they played Forza Horizon 5 in the Dream Gaming Setup. The four were Benny Central, Aarav, James Buckley and Vikkstar. The creators called it the #LGOLEDUNLEASHED Forza Frenzy.
The brand film. LG UK posted LG OLED X Forza Horizon 5 Unleashed on 12 November 2021. Its line: "We challenged BennyCentral, Vikkstar123, James_Buckley & _aarava to find the dream #ForzaHorizon5 gaming setup." It tags #xboxuk.
The creator content. Benny Central posted his video on 1 December 2021, marked #ad. He played Forza Horizon 5 early in the setup, raced the challenge and reviewed the LG OLED 48 C1. Vikkstar posted I Raced on the Top Gear Track! on 6 December 2021, sponsored by LG UK. His description thanks LG UK for the place in the Forza Frenzy and for the OLED TV.
The talent. LG's film names all four by their handles: BennyCentral, Vikkstar123, James_Buckley and _aarava.
The results
- 4 creators delivered on track, in the setup and on their channels.
- 357,424 views and 24,159 likes on Vikkstar's video.
- 8,835 views on Benny Central's video.
- 5,601 views on LG UK's film.
- 371,860 views across the three public videos found, read 25 October 2026.
- Imagination, LG's lead agency, reports 18.8m online reach and 1.2m online engagement for the campaign, and that 95% of attendees consider LG OLED part of the dream gaming setup.
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