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Press Release

09/10/2008

LG ELECTRONICS LAUNCHES BIG MARKETING CAMPAIGN - ‘Finally, something to commit to’

Revered leading man Chris Noth is gracing the streets of Sydney, Melbourne and Brisbane this month as LG Electronics rolls out its latest Mobile marketing campaign. Noth is the face of the campaign which builds on the successful launch of the LG Mobile Touch Series during Noth’s recent visit Australia in June 2008.

Sydney, 20 August 2008: Revered leading man Chris Noth is gracing the streets of Sydney, Melbourne and Brisbane this month as LG Electronics rolls out its latest Mobile marketing campaign. Noth is the face of the campaign which builds on the successful launch of the LG Mobile Touch Series during Noth’s recent visit Australia in June 2008.

Keeping in line with LG’s current brand identity, the campaign positions the latest LG Black Label Series handset Secret (KF750) along with the range of LG handsets KF700, Viewty (KU990), and KF390, as stylish, sleek and smart. A play on Noth’s cavalier Sex and The City character Mr Big, the advertisements feature a grinning Noth with the tagline, “Finally, something I can commit to.” Carli Wilson, Marketing Manager Mobile Communications, LG Electronics, says that the campaign showcases LG’s focus on stylish design supported by smart technology.

“In terms of marketing these devices we recognise the role that style and design plays in the consumer’s decision making process. A phone’s design consistently rates in the top three factors when purchasing a handset alongside price and features. “In partnering with Chris Noth we take this approach a step further. His endorsement in Australia and New Zealand reflects the growing popularity of our handsets to a broad yet discerning audience,” said Wilson.

The campaign will be promoted across multiple channels including print, outdoor and in-store point of sale. LG will also launch the ‘LG Big Bus’ this September. Hijacking several peak CBD bus routes across Sydney, Melbourne and Brisbane until November, the Big Bus will be free to passengers and on board they will experience LG Mobile demonstrations and receive promotional gift bags.

“The goal of this experiential activity is for LG to provide a captive audience with a significant opportunity to get hands-on experience with the latest LG mobile phone range,” said Wilson. With a growing range that includes touchscreen devices, 7.2Mbps HSDPA mobile data oriented handsets as well as their fashion inspired range, LG is confident it has a mobile phone to suit almost everyone.

For more information please visit the LG website at www.lg.com.au or call 1800 LG HELP (1800 544 357) for stockists.

ENDS

Note to Editors: Advertising Campaign Credits: Creative Agency: George Patterson Y&R; Media Agency: MindShare; Public Relations Agency: Burson-Marsteller About LG Electronics LG Electronics (KSE: 06657.KS) is a global leader in providing cutting-edge, convergent electronics, information and communications products designed to meet the diverse needs of fast-changing consumers. With consolidated sales of US$37.7 billion and overseas sales of US$ 32.6 billion (86% of total sales), LG Electronics employs more than 70,000 employees in 76 subsidiaries located in 39 countries and operates four business units including Mobile Communications, Digital Appliance, Digital Display and Digital Media.

For further information, images or to organise an interview please contact:

Alex Churcher, Burson-Marsteller Tel: 02 9928 1585 (direct) Mob: 0403 021 284 Email: alex.churcher@bm.com Fax: 02 9928 1557 Michelle Bartolo, Burson-Marsteller Tel: 02 9928 1538 (direct) Mob: 0408 026 165 Email: michelle.bartolo@bm.com Fax: 02 9928 1557

Distributed on behalf of LG Electronics Australia Pty Ltd 2 Wonderland Drive, Eastern Creek NSW 2766 Phone: (02) 8805 4000

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