Technology
LG Electronics has launched a global campaign showcasing its rich history of transforming evolving customer needs into purposeful innovations in home appliances. The campaign commenced on October 14 with the debut of its new film "Life Asks, LG Answers" at Times Square in New York City. The campaign includes the film, a series of short videos, a dedicated website, media activities, and interactive programs that allow customers to engage in key locations worldwide. This initiative aims to present the company's history not merely as a record of the past but as an ongoing story of innovations inspired by customer aspirations that have proven their value over time. The film "Life Asks, LG Answers" highlights LG's response to changing customer needs through innovations drawn from everyday life details, rather than a traditional chronological product timeline. For instance, the ™LG TWINWash washing machine was developed to meet customers' desire to wash different loads separately yet simultaneously, while the ™LG InstaView refrigerator allows users to see inside without opening the door. The company connects with its global audience through diverse digital and traditional channels, starting with the film's screening at Times Square in New York, with plans to also show it at London's Piccadilly Circus. Alongside the global content launch, regional programs invite customers to share their experiences of how LG appliances have remained part of their daily lives over the years. In Latin America, customers in Mexico, Colombia, and Peru were invited to submit personal photos and stories about LG appliances they have used for many years, from products passed down through generations to devices linked to significant family milestones. Selected stories were transformed into digital and media content reflecting the strong bonds customers have built with LG products. Following its launch in Latin America, the "My Life with LG" initiative will expand to selected markets in the Middle East, encouraging more customers to share personal stories about their long-term use of LG appliances. By combining LG's vision with real customer experiences worldwide, this new campaign celebrating the company's legacy offers a clear picture of a journey of innovation shaped by life’s details and proven over time. LG adopts a customer-focused approach in its vision for the future home, combining expertise in home appliances and core technologies with AI-powered devices and home robotics to continue developing solutions that meet customers' evolving needs. Baek Seung-tae, President of LG Home Appliance & Air Solution Company, stated that the company's decades-long commitment to innovation has earned solid trust from customers, and building on this strong legacy, LG will continue to create innovative solutions that address evolving customer needs and help shape the future of home life.
