LG U+’s 20s exclusive brand ‘Youth’ announced on the 20th that it will strengthen online and offline activities centered around major college areas to innovate the customer experience for young adults.
Youth is the customer experience innovation brand introduced by LG U+ last year specifically for those in their 20s, characterized by its ability to identify the needs of Gen Z and propose necessary products and benefits in advance. Within just one year, it positioned itself as a leading telecom brand for young people through various benefits and promotions like exclusive plans, bundled discounts, and the Youth Festival held in partnership with nationwide universities.
This year, LG U+ plans to set a monthly theme to promote the Youth brand and strengthen marketing activities by engaging directly with college campuses where 20s are actively engaged, thereby enhancing customer experience.
The theme for March is ‘Network.’ In line with the university campus opening season, from now until the 26th of this month, a promotion called ‘Overcoming Opening Season Symptoms’ will be conducted to spread positive awareness of the U+ Network. The choice of the network as the first theme is because providing speed and stability, which are the essence of communication, is essential for delivering diverse customer values that the 20s desire.
During the promotion period, LG U+ will check the networks established nationwide at universities and set up U+ Network experience zones at popular cafes near major campuses. They will also establish a separate space called ‘The Voice of Youth’ on the Youth website to listen to customer voices related to the U+ Network.
Initially, checks will be completed on the mobile data networks installed at 478 universities nationwide within March, aimed at enhancing the perceived quality of mobile customers. After the completion of the checks, banners and posters will be displayed on the campuses of 50 major universities to ensure that the U+ Network is positively presented to students.
Additionally, a ‘Youth Wi-Fi Zone’ will be created near major universities, allowing visiting customers to use U+ Wi-Fi for free, naturally experiencing the U+ Network while relieving opening season stress through various games. The events are expected to commence at the well-known cafe ‘Sinchon Eagle Cafe’ near Yonsei University on March 21 and 22, from 11 a.m. to 5 p.m., with plans to continue at major universities nationwide thereafter.
LG U+ will provide customers using the experience zone with drinks from Eagle Cafe and offer various prizes through a lottery, including AirPods, NFC keyrings, Holman mood lights, and pen sets. They also plan to allow students to capture memories by taking instant photos against the backdrop of college life.
From the 20th, a continuous communication channel called ‘The Voice of Youth’ will be operated through the Youth website. This platform serves as a sort of suggestion box where users can present any inconveniences or complaints regarding the U+ Network and offer suggestions. LG U+ aims to listen to customers’ voices and create unique benefits for Youth, while reflecting this feedback in various products and services.
On the website, users can also engage in solving situational problems related to opening season episodes and take a test similar to an MBTI assessment to learn about their communication usage tendencies. This considers the trait of 20-somethings who enjoy verifying their tendencies based on test results. Customers participating in the event after completing the tests will have a chance to win rich prizes through a lottery, including AirPods Max (7 winners), gift vouchers for Baedal Minjok (300 winners), and Baskin-Robbins product exchange coupons (3,000 winners).
The Youth activities are open to anyone born between 1995 and 2005, regardless of their current mobile carrier.
Kim Da-rim, IMC manager at LG U+, said, “I hope young customers can enjoy a vibrant culture of play in their 20s with friends and acquaintances through Youth,” and added, “We will continue to strive to provide differentiated online and offline customer experiences exclusive to Youth.”
Journalist: Lee Sang-jin daedusj@autodiary.kr