LG Uplus 'Gwangbokjeol Campaign' Wins Saber Awards Asia-Pacific Telecom Category

'2021 Unusual Daily Life' Jeju Haenyeo Struggle AR Filter Experience Screen. Photo by LG Uplus

[Asia Economy Reporter Oh Su-yeon] LG Uplus announced on the 16th that its Liberation Day campaign "A Daily Life That Is Not Taken for Granted" was selected as the winner in the Asia-Pacific region in the "Telecommunications" category at the world's largest PR awards, the "2022 SABRE Awards."

The SABRE Awards is an awards ceremony hosted by PRovoke Media, the most prestigious organization in the PR field. It recognizes outstanding PR companies, projects, and practitioners from regions including North America, Europe, Asia-Pacific, and Africa. This year, more than 2,000 entries competed in the Asia-Pacific region.

LG Uplus submitted the "2021 A Daily Life That Is Not Taken for Granted" campaign, which reexamined the 1932 Jeju Haenyeo Uprising in celebration of last year's Liberation Day, and was selected as a winner. The campaign, conducted through SNS, received high marks for its innovative planning that combined digital technologies such as augmented reality (AR) filters and videos with everyday goods, as well as for inspiring historical awareness and encouraging active participation from the millennial generation, according to the company.

"A Daily Life That Is Not Taken for Granted" is a Liberation Day campaign started in 2020 by LG Uplus to widely promote independence activists who devoted themselves to Korea's liberation but are not well known, and to remind people that the daily life we enjoy today would never be taken for granted without them.

This year's Liberation Day campaign, conducted jointly by LG Uplus and the Ministry of Patriots and Veterans Affairs, focused on Hawaiian independence activists and developed game-type content to help the MZ generation easily understand the activities of the Hawaiian national salvation movement groups. The two organizations delivered a donation of 50 million KRW, raised through customers' voluntary sharing and participation, to the descendants of the Hawaiian independence activists. Over three years, "A Daily Life That Is Not Taken for Granted" has recorded over 8 million cumulative views and more than 140,000 voluntary participations.

Going forward, LG Uplus plans to continue participating in various awards related to social contribution activities, design, and marketing, in addition to its core products and services, to promote its brand value.

Kim Hee-jin, head of LG Uplus's Brand Strategy Team, said, "This award is especially meaningful as it was achieved through new attempts using AR technology and the active participation of the MZ generation, who are highly interested in social value. We will continue to provide enjoyable digital experiences to customers while spreading social value through ongoing campaigns."

This content was produced with the assistance of AI translation services.