LG U+ has been selected as an exemplary marketing case by the Korea Advertisers Association (KAA).

LG U+ announced on the 14th that its customer-participatory platform, "Simple. Lab," has been selected as a winner of the Marketer Award at the "2026 KAA Awards," hosted by the Korea Advertisers Association, making it the only domestic telecommunications company to receive the honor.

The KAA Awards is an annual event hosted by the Korea Advertisers Association to select and honor outstanding marketing activities and advertising/media content. The association announced the winners across four categories yesterday: Program of the Year, Newspaper Planning, Planned Reporting, and the Marketer Award.

LG U+ was selected as a winner in the marketing strategy category of the Marketer Award in high recognition of establishing a virtuous cycle structure using Simple. Lab, which connects customer feedback directly to actual product and service improvements while continuously sharing the transformation process with customers.

Operated by LG U+ since November of last year, Simple. Lab is a platform where customers can suggest ideas and inconveniences they experience in their daily telecommunications lives. The relevant departments review these suggestions together through analysis and reflect them in actual products and services. To date, approximately 14,000 customer ideas have been gathered on Simple. Lab. Based on these, LG U+ has launched or improved 17 products and services, including the membership app "U+one" child account management, a 5G/LTE integrated rate plan, "ixi-O" roaming calls and roaming passes, and a priority communication network for firefighters.

LG U+ does not stop at reflecting submitted ideas into actual services; it shares the entire process through various contents featuring the stories of customers and employees. Since the launch of Simple. Lab, 516 pieces of content have been published, surpassing 121 million cumulative views. The company also received high praise for continuously disclosing the process of how customer opinions translate into tangible product and service changes.

Chang Joon-young, head of LG U+'s Marketing Group (Senior Vice President), stated, "This award is the result of our continuous efforts not to miss even the smallest customer feedback and to connect it to actual service improvements. We will continue to actively reflect customer voices in our products and services to provide an even better customer experience."

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