LG Uplus said on Tuesday it won a marketer prize at the 2026 KAA Awards hosted by the Korea Advertisers Association, for its customer participation platform Simple Lab.

The KAA Awards is an annual event in which the Korea Advertisers Association selects outstanding marketing activities and advertising and media content. The association announced winners in four categories on Monday: Program of the Year, Newspaper Planning, Planned Reporting and Marketer.

LG Uplus was selected as the winner in the marketing strategy category of the marketer prize for using Simple Lab to reflect customer feedback in product and service improvements and sharing the process of change.

Simple Lab, launched in November last year, is a platform in which relevant departments review customer suggestions on inconveniences or improvement ideas experienced while using telecom services and apply them to products and services. About 14,000 customer ideas have been submitted so far. Based on this, LG Uplus has launched or improved 17 products and services, including child account management in its U+one membership app, integrated 5G and LTE plans, Ixxio roaming call and Roaming Pass, and a priority access network for firefighters.

The company is also publishing content showing how customer opinions are reflected in actual services. It has published 516 pieces of content since launching Simple Lab. Cumulative views have surpassed 121 million. LG Uplus also won a marketer prize at the KAA Awards last year with Boostus, a community supporting creator growth. With Simple Lab this year, it won for a second straight year and set a record as the only South Korean telecom carrier to win consecutively.

Jang Jun-young (장준영), head of the marketing group at LG Uplus, said the award was the result of efforts to ensure even small customer feedback leads to real service improvements. He said the company will continue to actively reflect customers' voices in products and services to provide a better customer experience.