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Press Release

07/14/2010

LIFE’S GOOD: LG ROLLS OUT SECOND PHASE OF BRAND MARKETING CAMPAIGN

LONDON, UK, 14 JULY, 2010 – LG Electronics (LG), a global leader and technology innovator in consumer electronics, launches the second phase of its Life’s Good brand campaign. Aiming to make technology more accessible to consumers, by communicating how breakthrough technology continually enriches consumers’ lives, the second phase of activity focuses on bringing to life the new LG Optimus mobile family. 

The new wave of brand activity includes the following touch points:

  • TV commercials during key lifestyle, sporting and entertainment programmes on ITV, C4, Five and Sky
  • Print ads in key national newspapers, supplements and lifestyle magazines
  • A series of LG idents specifically created for Channel 4 and E4
  • The launch of the LG’s Life’s Good Facebook Page

The new LG idents created for Channel 4 and E4, showcase how LG’s innovative range of handsets can enhance your life. The quirky idents are based on the spoof American soap opera ‘The Young & The Connected’ which brings to life the drama that social networking adds to modern life in a setting full of beautiful people, drama, revenge and skimpy swimwear.

The idents can now be seen on Channel 4 and E4 on popular programmes such as The Inbetweeners, How I met your Mother, Scrubs, One Tree Hill, The Cleveland Show, Big Bang Theory and Beauty and the Geek.       

Fans of the new LG idents are encouraged to visit ‘The Young & The Connected’ YouTube channel where exclusive content from the soap opera can be viewed such as the never-before-seen opening title sequence and a ten minute behind-the-scenes documentary featuring the show’s stars.

To celebrate the launch of the social networking-focused campaign, LG has also designed the the ‘Secret Drama’ application, which allows you to find out how your friends interact with your Facebook profile and reveals who are the gossipers, the keenest and the slowest communicators of your online friends. The app can now be found and downloaded from the Life’s Good Facebook page.

Paul Meadows, Head of Brand, LG UK comments: “The next wave of our Life’s Good Brand campaign continues to educate and encourage consumers to get involved in technology. These new initiatives highlight the growing popularity of social networking and our increasing focus in that area. Young people today communicate with their friends and the world around them via social networks and the quirky ‘The Young & The Connected’ TV idents we have created are a fresh and fun way of dramatising that.”

“The overall aim of the campaign is to demonstrate how technology continues to enhance consumer’s social lives – either by connecting people with their social network or giving people access to apps to make their lives easier.”

The new campaign ties in with the launch of the new LG Optimus GT540 handset, which runs on the ever-growing app-enabled Android operating system and the announcement of the upcoming LG Optimus Series, which will include a line-up of innovative smart devices featuring the latest in mobile technology.

The campaign has been created by Mindshare, RKCR/Y&R and LG ONE and will be appearing across national TV stations and in print titles over the coming weeks.

 
About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 82,000 people working in over 115 operations around the world. With 2009 global sales of 55.5 trillion Korean Won (43.4 billion US Dollars), LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner of Formula 1™ and a Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lg.com.
 
About LG Electronics Mobile Communications Company
The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimized mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology. For more information, please visit www.lge.com.
 
Media Contact
 
Sarah Brambley
LG Electronics
Sarah.brambley@lge.com          
+44 (0) 1753 491 628
 
Sarah Henriques
LG One
lgukpress@lg-one.com
+44 (0)20 7413 3000

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