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Leading Manufacturer of Mobile Phones Receives EFFIE Award in Consumer Electronics for Their Fashion Campaign at the 2006 EFFIE Awards

Leading Manufacturer of Mobile Phones Receives EFFIE Award in Consumer Electronics for Their Fashion Campaign at the 2006 EFFIE Awards

SAN DIEGO - June 8, 2006 - For the success of their Fashion Campaign, LG Electronics MobileComm U.S.A., Inc. (LG Mobile Phones) was awarded the prestigious Silver EFFIE in Consumer Marketing at an Awards Dinner and Ceremony that took place today at the Marquis Hotel in New York City.

"We are honored to be awarded the esteemed EFFIE Award," said Jon Maron, Senior Director of Marketing for LG Electronics, Inc. "As a newcomer to the mobile phone market, we have been able to beat all of the odds and create brand differentiation. As we become recognized as one of the leaders in mobile communications devices, receiving the EFFIE reaffirms that our marketing and advertising campaigns are on point and we look forward to many more successes as we continue to introduce cutting-edge mobile devices to the marketplace."

In the competitive mobile phone market, it is an uphill battle for emerging companies to gain market share and brand recognition. However, during their Fashion Campaign, LG Mobile Phones managed to increase unaided brand awareness by 113%, increased their market share from 13% to 17.6%, and increased brand differentiation by 367% among other significant accomplishments. Through targeted marketing and advertising efforts, LG reached the elusive 18 to 24-year-old market and surpassed campaign goals by implementing strategies to make LG phones "The Mobile Phone to Know."

This campaign has been pivotal in not only building brand awareness for LG but also contributing to the overall growth success of the company, demonstrated by the recent number two finish across all mobile phone technologies in the United States for 2005. In addition, LG once again secured the number one position in the CDMA handset market both in the U.S. and globally according to IDC, a leading information technology market research and advisory firm. LG's relentless dedication to providing the most innovative products to the market has propelled LG to become the fastest growing mobile phone brand in North America according to Strategy Analytics, Inc.

"By taking our target audience's desire to be 'in the know' and pairing it with the latest trends in fashion, music, art, and entertainment, we positioned LG phones as the next 'must have' item for young adults," said Maron. "We also launched a viral campaign that led to a coolness factor by associating LG phones with key influencers and activities."

The EFFIE Awards, presented by the New York American Marketing Association, are presented annually and are considered the most prestigious awards in the fields of marketing and advertising. Honoring campaigns that deliver outstanding results, the EFFIES have become known as the marketing/advertising benchmark for exceptional campaigns.

For more information about LG Mobile Phones, visit

Note to Editor:
"LG is the fastest growing mobile phone brand in North America." Source: Strategy Analytics, Inc. North America handset sell-in market share: all technologies. Market share growth over the course of 2002-2005

LG Electronics, Inc., (KSE: 06657.KS) is the leader in consumer electronics and mobile communications. The company has more than 72,000 employees working in 77 subsidiaries and marketing units around the world. LG Electronics is the world's largest producer of CDMA handsets, optical storage devices, residential air conditioners and home theater system. With total revenue of more than USD 35 billion (consolidated USD 45 billion), LG Electronics is comprised of four business units: Mobile Communications, Digital Appliance, Digital Display and Digital Media.

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