LG Uplus 'Aloha Doglip RUN' Wins Gold Award at Korea Advertising Awards

Images from the Aloha Independence RUN held last August and the moment of donating funds to the descendants of independence activists. Photo by LG Uplus

[Asia Economy Reporter Oh Su-yeon] LG Uplus announced on the 28th that its social contribution campaign "Aloha Independence RUN ? An Unordinary Everyday," conducted in collaboration with the Ministry of Patriots and Veterans Affairs last August, won the "Gold Award" in the "Social Communication" category at the "2022 Korea Advertising Awards," the most prestigious advertising festival in Korea.

The Social Communication category, in which LG Uplus won the Gold Award, was newly established in 2020 to keep pace with the expanding digital advertising market. Aloha Independence RUN was selected as the winning work after comprehensive evaluation of creativity, work completeness, brand relevance, message delivery, and social reflective expression.

Aloha Independence RUN is a game-type content that allows participants to experience the footsteps of independence activists who were active in Hawaii. It was produced as part of LG Uplus’s annual SNS campaign "An Unordinary Everyday," which reflects on the significance of Liberation Day every August. Participants navigate through sugarcane fields toward the final destination called "Liberation," designed to help users easily and enjoyably understand the activities of Hawaiian patriotic organizations, successfully drawing active participation and positive responses from the MZ generation (Millennials and Generation Z).

In particular, LG Uplus accumulated a donation of 815 KRW per game participant, achieving a total donation amount of 50 million KRW within just one week of the game’s launch. The collected donations were delivered to the descendants of Hawaiian independence activists in cooperation with the Ministry of Patriots and Veterans Affairs. The company evaluated that Aloha Independence RUN is meaningful in that it helps the MZ generation cultivate historical awareness easily and enjoyably through SNS, encourages customer participation to complete corporate social contribution activities, and returns the raised donations back to society.

Kim Hee-jin, Head of Brand Strategy Team at LG Uplus, said, "The remarkable achievements of LG Uplus’s Liberation Day campaign every year are thanks to the active participation of customers who are deeply interested in social value," adding, "We will continue to provide enjoyable digital experiences to our customers and pursue new challenges that can spread social value."

LG Uplus’s "An Unordinary Everyday ? Never Forget" campaign has been held for three consecutive years since 2020 as a Liberation Day campaign. It was planned with the purpose of re-examining and remembering independence activists who devoted themselves to Korea’s liberation but are not well known. In 2020, when the campaign first started, LG Uplus highlighted nine female independence activists who had not received official recognition from the government. Last year, the campaign spotlighted independence activists who participated in the "Jeju Haenyeo Uprising (1932)," one of the three major Jeju uprisings, eliciting a strong response from the MZ generation.

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