Press Release

05/27/2005

LG ELECTRONICS MOBILECOMM LAUNCHES INTEGRATED MARKETING AND ADVERTISING CAMPAIGN

Multi-Million Dollar Initiative Illustrates the Many Ways in which LG Mobile Phones Bring People Together

Multi-Million Dollar Initiative Illustrates the Many Ways in which LG Mobile Phones Bring People Together

SAN DIEGO, May 31, 2005 --- Building on its reputation for making stylish, functional mobile phones that enable consumers to express themselves in a variety of creative ways, LG Electronics MobileComm, U.S.A., Inc. (LG Mobile Phones), today announced the launch of its newest marketing and advertising campaigns, which together form an integrated platform designed to differentiate LG from its competitors, educate consumers as to the many ways in which LG mobile phones fit into their lives and provide cross-promotional opportunities with LG's wireless carrier and retail partners. The campaign, whose theme 'six degrees' illustrates the many ways in which LG mobile phones ensure that consumers are constantly in touch with their worlds, was developed in partnership by LG and the company's advertising agency of record, BrandBuzz.

LG Mobile Phones advertising campaign kicks off this week, with spots appearing on more than 1,000 motion picture screens nationwide and placements in major national and regional print media outlets. Additionally, beginning this fall LG's newest television advertisements will be seen by millions of viewers nationwide on a variety of network and cable TV outlets.

Featuring images of trendy, fashionable young adults highlighted by LG's trademark red hue, the spots feature a variety of people using LG phones in both traditional and innovative ways. In addition to making calls, users are seen listening to music, text messaging and using the Internet, all of which illustrate the many ways LG mobile phone fits into the lives of every consumer, keeping them entertained, connected and informed. LG print ads can be seen in publications including but not limited to Lucky, Maxim, Premiere, Rolling Stone, Spin, Us Weekly and Vogue.

Complimenting LG's print, broadcast and cinema advertising pushes, the company has devised comprehensive grassroots and retail marketing initiatives which echo the theme of the advertising campaign, reinforcing the elemental role LG mobile phones play in consumers lives and deepening the relationship LG has with its customers. Kicking off this month in St. Louis and culminating at the LG Action Sports Championship event this fall, the multi-city Livin LG Mobile Tour is designed to give consumers and influencers first-hand experience with LG phones and accessories through interactive product demonstrations, singing contests and other experiential elements.

"Increasingly, mobile phones are becoming indispensable elements of our lives, representing much more than just a means of voice communication," said Jon Maron, director of marketing communications for LG Electronics MobileComm. "LG is leading the charge to develop high-quality, feature-packed phones that represent hubs of communication, entertainment and information. LG's new advertising and marketing campaign seeks to convey this to consumers, showing them the wide variety of ways in which LG mobile phones make their lives richer and ultimately bring them closer to one another."

Complimenting LG's comprehensive marketing campaign is the company's Concierge program, which provides celebrity influencers with special 'fittings' in which they are outfitted by experts with the latest LG products. Sales channel initiatives include customized point-of-sale displays which accentuate LG's new advertising campaign and deliver increased sales for LG's retail partners, as well as a specially-trained field product specialist team which ensure that retailers have all the latest up-to-date information on LG's popular line of mobile phones and accessories. Online elements designed by LG to compliment its marketing efforts include a Web-based community for LG customers to share tips and reviews of LG products, online promotions and contests, and games that incorporate LG products and themes, including an exciting new game based on the Fox television hit series -24.-

About LG Electronics
LG Electronics, Inc. (Korea Stock Exchange: 06657.KS) is a global force in electronics, information and communications products with 2004 annual sales of US $38 billion (consolidated). With more than 66,000 employees working in 76 subsidiaries in 39 countries around the world, LG Electronics is comprised of four main business companies including Mobile Communications, Digital Appliance, Digital Display, Digital Media.

LG Electronics Mobile Communications Company is the world's leading manufacturer of WCDMA (UMTS), CDMA and GSM handsets, and the fastest growing manufacturer of mobile phones worldwide. The company provides a total range of wired and wireless solutions, and is rapidly establishing a global presence as it cultivates international market share in 3G handsets. For more information please visit www.lgusa.com.

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