Press Release

03/27/2008

LG Launches the First True Touch Phone Series In Canada

LG Launches the First True Touch Phone Series In Canada
Survey Results Find Canadians’ Would Love to Touch The Top of a Pyramid, an Aston Martin and the Stanley Cup

Mississauga, March 27, 2008 --- Whether it’s the attraction of a hot new phone never before available in Canada or the gleaming finish on an Aston Martin, Canadians are attracted to the untouchable. LG Electronics Canada today unveiled the Touch phone series, the first of its kind in the country, and simultaneously released the results of a national survey on what Canadians most want to touch.

At a pre-launch event today in Toronto, LG Electronics Canada officially revealed the Touch phone series, which includes the LG Venus, LG Vantage and LG VU. The sleek and chic phone series are some of the most sophisticated and advanced phones LG has ever brought to the Canadian market. Incorporating cutting-edge technology into a stylish handset, the Touch series features touch screens that include vibe-feedback technology and have what it takes to entice gadget enthusiasts and style lovers alike. “We know that Canadians have a taste for the best, which is why we are so excited to bring the Touch series to Canada,” said Andrew Barrett, Vice-President, Marketing, LG Electronics Canada. “Canadians have never had access to phones like this before and we love that we are able to put a previously-forbidden object of desire into their hands in a few weeks. And as we see from the survey results we’re releasing today, Canadians are attracted to the untouchable.” The phones will be officially unveiled along with the Touch series’ marketing campaign, which includes the world premiere of a 30 second television ad, produced exclusively for the Canadian market by Y&R Toronto and a website built by Publicis Modum. The TV ad focuses on a character constantly forbidden to touch items of desire throughout his life?from infancy to adulthood, but is finally allowed to freely touch the ultimate attraction - a new LG Touch phone. The website will allow Canadians to virtually touch the new phones and register to one of the first Canadians to be notified when they are going to arrive in stores. The survey, conducted by LG Electronics Canada and Ipsos Reid Canada, polled Canadians on what they would most like to touch. The results revealed that given the opportunity and a list of options, nearly half (45 per cent) of all Canadians would like to touch the very top of an Egyptian pyramid. Additional survey results included:

  • Nearly two in 10 (18 per cent) would like to touch the Stanley Cup; of this group, more men than women would be eager to do so (24 per cent compared with 11 per cent).
  • One in 10 (11 per cent) would like to touch the Hope Diamond, and of those more are women than men (14 per cent compared with 8 per cent).
  • When asked about forbidden items they would like to touch given the chance 29 per cent would have a hard time resisting freshly poured cement on a sidewalk. A nearly equal 27 per cent wouldn’t be able to resist the allure of the gleaming finish on an Aston Martin. Of those most attracted to the Aston Martin, the majority were men (34 per cent compared with 22 percent).
  • Eighteen per cent of respondents wouldn’t be able to resist touching the hat of a guard at Buckingham palace, while 15 per cent would be tempted by a perfectly decorated wedding cake. And 11 per cent have to fight the urge to sneak in the touch of a nude sculpture in a museum.

The LG Touch Phone series will be available through TELUS, Bell, and Rogers. These carriers will release details on phone specifics in the coming weeks. For more information on the LG Touch Phone Series and to register to be one of the first Canadians to be notified when they first arrive in store, please visit http://www.lg.ca. About LG Electronics, Inc.:

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in 114 operations including 82 subsidiaries around the world. With 2007 global sales of USD $44 billion, LG is comprised of four business units - Mobile Communications, Digital Appliance, Digital Display and Digital Media. LG is the world’s leading producer of mobile handsets, flat panel TVs, air conditioners, front-loading washing machines, optical storage products, DVD players and home theater systems. LG Electronics Canada has offices in Toronto and Vancouver. LG Electronics Canada is focused on delivering award-winning products known for blending style and technology. These innovative products include cell phones, flat screen TVs, laptop computers and digital appliances. For more information please visit www.lg.ca.

For additional information for LG, please contact:

Katherine Dyriw
High Road Communications
416-644-2288
kdyriw@highroad.com

Meghan Neufeld
High Road Communications
416-644-2278
mneufeld@highroad.com

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