LG Electronics won at the global marketing awards Effie Awards with a campaign promoting the specialized management features of its home appliance subscription service.
LG Electronics said on the 28th that at the 2026 Effie Awards Korea in the institutional sector of electric and electronic products, its home appliance subscription campaign "Subscribe to professional care, even for your worries" won a Bronze Effie.
The Effie Awards is a marketing awards program that began in the United States in 1968. It selects winners by comprehensively evaluating a campaign's goals, execution process, and performance based on data.
LG Electronics ran this campaign for about two months from December last year to the end of January this year. Through consumer research, it identified hygiene and maintenance issues that arise from long-term use of home appliances as key pain points, and put the subscription's "professional care," which provides regular product maintenance services, at the forefront of the campaign.
The campaign ran through TV and newspapers, over-the-top (OTT) services, digital ads, and out-of-home (OOH) ads. According to LG Electronics, during the campaign period, the number of home appliance subscriptions rose 44% from a year earlier, and subscription revenue increased 34%. As of January this year, brand search volume increased 93.4% from the previous month and was 742% higher than competitors.
LG Electronics' home appliance subscription campaign previously won the "Good Advertising Award Chosen by Consumers" last year. Oh Seong-taek, head of Korea Marketing Communication at LG Electronics (executive director), said, "This campaign set a new standard of 'professional care' in the subscription market and aimed to shift the focus of customer choice from short-term benefits to long-term value that can be enjoyed throughout the entire period of appliance use," adding, "As market competition intensifies, we plan to compete with fundamental competitiveness that can differentiate us from the perspective of customer value and further strengthen our category leadership."