LG Uplus said on Thursday its brand campaign advertisement 'Simple. Lab' won the Minister of Culture, Sports and Tourism Award in the digital category at the 34th Consumer-Chosen Good Advertising Awards.

The Consumer-Chosen Good Advertising Awards are jointly hosted by the Korea Association of Advertisers and the Korea Consumer Organizations Council, and sponsored by the Ministry of Culture, Sports and Tourism. Consumers participate directly in judging, evaluating message empathy and the ability to convey social value.

The winning LG Uplus advertisement, 'Simple. Lab - A Text Message From Dad That Arrived One Day', drew audiences in with a realistic narrative of text messages between busy children and parents unfamiliar with texting, and won broad online empathy. The company said it was praised for authentically capturing the digital barrier felt by a once-reliable father from his daughter's perspective and linking it to the ideas of Simple. Lab.

The brand slogan Simply. U+, which underpinned the award, is a customer-focused innovation strategy aimed at removing complexity customers feel in a rapidly changing technology environment, reducing inconvenience and providing an experience they can trust. It reflects a commitment to delivering a clear and simple telecommunications experience through products focused only on essentials, transparent sign-up and usage terms, easy accessibility and messages that are easy to understand.

Jun-young Jang (장준영), executive director and head of LG Uplus' marketing group, said, "This award is more meaningful because it was chosen directly by consumers." He added, "We will continue the campaign so customers can relate to the value of Simply. U+ and truly innovate the customer experience."