LG Uplus said on the 2nd that it has begun a full-scale brand campaign by launching a TV ad for its new brand slogan "Simply. U+."
The new ad "Make today simple" reminds viewers that while technology keeps churning out new stories in people's daily lives, people are busy just trying to keep up. It especially introduces the message that when people are placed at the center, technology becomes easier, and when complexity is stripped away, today becomes simpler.
The ad reflects the brand philosophy that LG Uplus recently unveiled. Simply Uplus is a new customer-centered innovation strategy to remove all the complexity customers feel and reduce inconvenience to provide a trustworthy experience. LG Uplus has set a goal to let customers experience simple telecommunications through products focused only on essentials in complex telecom services, transparent subscription and usage terms, easy accessibility, and messages that are easy to understand.
Beyond the "Make today simple" ad, LG Uplus also introduced a customer-participation program ad for Simple. Lab. The Simple. Lab ad shows a father who once knew everything and watched over his child in childhood now struggling with how to use a carrier app and asking for help. The daughter, who had not been able to respond well to her father's requests due to her busy work, belatedly recalls her childhood, feels sorry, and leaves a proposal on Simple. Lab: "Please create a simple telecom app that lets Dad easily find the menu he wants and automatically takes care of what he needs."
Simple. Lab is a newly added service on U+one. It gathers ideas from customers that can help with telecom life and shares the process as they are actually implemented. Customers can propose both the "theme of the month" and "open theme" presented each month, and ideas that garner the most empathy are reviewed first. Because ideas can be submitted with a single click, more than 2,000 entries were received within three days of the service launch, bringing in a variety of opinions. LG Uplus plans to periodically share the number of ideas reflected and under study and actively promote products and features created through customer suggestions.
The company also planned various promotions such as Simple Translator and Bucket List. Simple Translator is a feature that wittily distills a 50- to 300-character text into a single line. The Bucket List event to commemorate the launch of U+one is a project to grant the wishes of five customers and capture the process on video. In this way, Simple Translator, Bucket List, and Simple. Lab are meaningful in that they each embody the values of simple, customized, and connection that LG Uplus pursues in its brand campaign. LG Uplus plans to roll out the new brand philosophy Simply Uplus across various channels and actively promote the value of simple to customers.
Jang Jun-young, head of marketing strategy (executive director) at LG Uplus, said, "Simply Uplus is the pinnacle of customer orientation, made possible only with deep understanding of customers and strong technological capability," adding, "We will continue the campaign so customers can relate to the value of simple and truly innovate the customer experience."