LG Electronics Launches Global Brand Campaign Based on New Brand Identity

Seoul, Korea, December 11, 2008 � LG Electronics (LG), a global leader and technology innovator in consumer electronics, launched a new creative brand campaign featuring LG�s brand identity of �stylish design and smart technology, in products that fit consumer�s lives.� Through this consolidated campaign, the company aims to deliver synchronized communication messages worldwide to elevate their profile and promote their brand identity.

The aggressive initiative reflects LG�s strategy of focusing more on brand marketing during the global economic downturn as a way of maintaining and even increasing sales momentum. As a part of this direction, LG started a new print ad campaign last month in the UK. This month the company also began running television commercials in a number of markets worldwide, including the UK, France, Australia, Brazil, and Russia.



�This brand campaign is LG�s first attempt to truly create a unified message for the global market, aligned with our brand identity,� said Dermot Boden, Chief Marketing Officer of LG Electronics.

�Consumers will see how our �Life�s Good� theme has evolved and expanded. We want to deliver LG�s innovations in a creative and unexpected way, and the brand campaign will reflect how strongly we are committed to consumers and their needs.�

Focusing on LG�s flagship products, the brand campaign emphasizes on the essence of each key product category, including: touch screen expertise in mobile handsets (Photo 1), technological excellence and superb design of LG�s TV sets (Photo 2), advanced technological features of its steam washers (Photo 3) and pure HD sound of LG�s home theatre systems (Photo 4). Together, this will deliver a unified yet refreshing message to consumers that LG�s products perfectly fit their lives.

All marketing activities across various media channels convey fresh excitement by utilizing engaging creative techniques that reflect the overall tone of LG as a company. For example, the TV commercial for LG�s TV set (http://www.tagstory.com/video/video_post.aspx?media_id=V000264120 � Photo 5 and 6) emphasizes the fun and entertaining aspects of the product through a fantastical and clever computer animation, bringing the product to life. LG�s online activities echo this approach, with a refreshing look and feel for consumers. The global brand campaign was created by award-winning UK-based firm BBH, LG�s consolidated global creative agency.

LG has also launched a global brand campaign microsite (http://www.lifesgoodlg.com), which shows LG�s brand identity in each key product category, along with convenient links to feature and product web pages.

Besides this integrated global brand campaign, LG has also signed a media partnership with Conde Nast Publications, the home of Vogue and Vanity Fair, to co-create advertorials featuring LG products and high-profile figures such as Edward Zwick, the director of Legends of the Fall, Courage under Fire and the recent Defiance.

Along with the recent announcement of LG�s five-year F1 sponsorship, it�s clear that LG will continue its bold brand initiatives for some time to come.