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  • Updated
  • 20-04-2010

Multi-million pound campaign aims to help consumers better interact with everyday technology



London, UK, 20 April, 2010 - LG Electronics (LG), a global leader and technology innovator in consumer electronics, today announces plans to launch a multi-million pound marketing and consumer education drive focused on building its ‘Life’s Good’ brand. It aims to make technology more accessible to consumers and communicate how consumer lives are enriched by breakthrough technology. 


The fully-integrated campaign, which starts at the beginning of April and was developed in conjunction with LG’s global marketing agencies Y&R, Mindshare and LG One, will reach consumers at a variety of touch points:

·         Print ads in key national newspapers, supplements and lifestyle magazines

·         TV commercials during key lifestyle, sporting and entertainment programmes on ITV, C4, Five and Sky

·         Media partnerships with LBC, Absolute Radio and The Guardian

·         Full PR support

·         Social marketing campaign, including the ‘Life’s Good’ blog


The TV ads will be the first-ever to promote the Infinia range of LCD’s with their Full LED technology which are also 3D-ready.


In particular, the media partnerships with LBC, Absolute Radio and The Guardian will bring to life the message that LG is committed to making technology accessible to all consumers:

·         LBC: a weekly Q&A with LBC’s Gadget Guru who will also create tips and advice podcasts

·         Absolute Radio: fully integrated on air and online campaign including podcasts, a specially created ‘Let’s Talk Technology’ micro site hosted at with competitions, blogs and forums

·         The Guardian: four collectable pull-out guides in The Guardian, featuring competitions, research and bespoke demystifying technology articles by Technology Guardian journalists


LG will use this campaign to cement its position as a true consumer technology and electronics brand by featuring its key products for 2010: LCD TV’s with full LED technology which are 3D-ready, AV products  and innovative home appliances such as the 11kg direct drive washing machine with steam.


“LG is committed to offering their customer the very best in technological innovation but this latest campaign goes beyond simply communicating that’ says Paul Meadows, Head of Brand, LG Electronics UK. ‘It’s about LG taking on the role of helping consumers better understand the ins and outs of the technology in their lives. We’re truly passionate about being the human face of technology.”


The campaign demonstrates LG’s ambitions to secure a dominant position - 25 per cent of the market in 2010 - in this fast growing 3D market expected to surpass 80 million units by 2014.  LG’s strategy includes plans to offer a broad range of TVs across, LCD/LED and Plasma as well as Blu-ray  players and the world’s first Full HD 3D projectors.


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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 84,000 people working in 115 operations including 84 subsidiaries 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



For high-res images and further information please contact:


Sarah Brambley

PR Manager, LG Electronics

+44(0) 1753 491 628


Claire Holden

+44 (0)20 7413 3336