LG Advert

Version 1.2

2.0 Advertising

Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.0Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.1Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.2Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.3

Sub Section Title Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.4Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.5Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.6Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.7Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.8Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.9

Sub Section Title Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.10Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.11Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.12Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.13Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.14

Sub Section Title

Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.15Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.16Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X.17

Version 1.1Version 1.2

2.0 Strategic Communication GuidelinesIntroduction . . . . . . . . . . . . . . . . . . . . . . . . . 2.0.1Campaign Architecture . . . . . . . . . . . . . . . 2.0.2Advertising Development & Implementation Process . . . . . . . . . . . . 2.0.3LG Global Project Initiation . . . . . . . . . . . . 2.0.4 Project Brief Template . . . . . . . . . . . . . . 2.0.5

2.1 Campaign CreativeCreative Strategy . . . . . . . . . . . . . . . . . . . . 2.1.1A sense of Humanity . . . . . . . . . . . . . . . . 2.1.3A sense of Curiosity . . . . . . . . . . . . . . . . . 2.1.4A sense of Pleasure . . . . . . . . . . . . . . . . . 2.1.5Brand Personality . . . . . . . . . . . . . . . . . . . 2.1.6

2.2 Advertising GuidelinesIntroducing . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.1Logo - 3D Logo With Tagline . . . . . . . . . . 2.2.8Typography . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.9Press / Left Page / Specifications . . 2.2.11 - 12Press / Left Page / Example – Vertical Body Copy (Recommended) . . . . . . . . . . . . . . . .2.2.13Press / Left Page / Specifications – Horizontal Body Copy (Optional) . . . . . . . . . . . . . . . . .2.2.14Press / Left Page / Example – Horizontal Body Copy (Optional) . . . . . . . . . . . . . . . . . . . . . .2.2.15Press / Right Page / Specifications - Left Sided . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.16 - 17Press / Right Page / Example - Left Sided

Elements . . . . . . . . . . . . . . . . . . . . . . . . . . .2.2.18Press / Right Page / Specifications - Right Sided . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.19 - 20Press / Right Page / Example - Right Sided Elements (Optional) . . . . . . . . . . . . . . . . . 2.2.21Press / Do Nots / Example . . . . . . . . . . . 2.2.22 Press / Half - Page / Examples . . . . . . . . 2.2.23Press / Double - Page Spread / Example (When image can only go on right hand side) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.24Press / Double - Page Spread / Example (When image can only go on left hand side) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.25Press / A5 (small space) / Example . . . 2.2.26Press / Co-Op Advertising / Example . . 2.2.27Press / Call-Out / Example . . . . . . . . . . 2.2.28Press / Retail Press Advertising / Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.29Press / International / Example . . . .2.2.30 - 32Press / Mono Page / Example . . . . . . . . 2.2.33Press / Lifestyle & Environmental / Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.34Poster / 6 Sheet / Specifications . . . . . . 2.2.35Poster / 6 Sheet / Example . . . . . . . . . . . 2.2.36Poster / 12 Sheet Vertical / Specifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.37Poster / 12 Sheet Horizontal / Specifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.38Poster / 32 Sheet / Specifications . . . . . 2.2.39

Poster / 48 Sheet / Specifications . . . . . 2.2.40Poster / 48 Sheet / Example . . . . . . . . . .2.2.41Poster / 96 Sheet / Specifications . . . . . 2.2.42OOH / Optional Logo Placement / Specifica-tions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.43OOH / Highway Billboards / Example . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.44OOH / With Border / Example . . . . . . . . 2.2.45OOH / Conference Banners & Mega Sites / Specifications . . . . . . . . . . . . . . . . . . . . . . 2.2.46OOH / Conference Banners & Mega Sites / Example . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.47TV / End Frame / Specifications . . . . . . . 2.2.48TV / End Frame Including URL / Specifications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.49TV / End Frame – F1 Co-Branding / Specifica-tions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.50

2.3 ResearchOverview of Pre - Advertising Testing . . . 2.3.1TV LinkTM Test Process. . . . . . . . . . . . . . . 2.3.2TV LinkTM Framework Details . . . . . . . . . . 2.3.3Key Measures . . . . . . . . . . . . . . . . . . . . . 2.3.4Standardised Costs . . . . . . . . . . . . . . . . . 2.3.5Key Contacts . . . . . . . . . . . . . . . . . . . . . . 2.3.6Questionnaire & Checklist . . . . . . . . . . . . .2.3.7

AdvertisingTable of Contents

Version 1.2

Advertising:

2.0 Strategic Communication GuidelinesIntroduction . . . . . . . . . . . . . . . . . . . . . . . . 2.0.1Communication Architecture . . . . . . . . . 2.0.2Advertising Development & Implementation Process . . . . . . . . . . . 2.0.3LG Global Project Initiation . . . . . . . . . . . 2.0.5 Project Brief Example . . . . . . . . . . . . . . 2.0.6

2.0.1Version 1.2

Strategic Communication GuidelinesIntroduction

A brand lives in the minds of consumers. Consumers gain a lasting and deeper impression of the brand when they experience it in different ways and see it in different media, over time.

Brands that emotionally connect with consumers - in a way that is relevant and differentiating - are more valued. These brands create greater loyalty and commitment over time.

We want to create the same response in all our communications – that we ‘enrich people’s lives through our technology.’

That is why our logo smiles and we say ‘Life’s Good’.

Brands become most meaningful when they harness the energy of all communications to create the same impression. That’s why brand communication guidelines exist.

They aren’t meant to be too restrictive. Guidelines act as a springboard to empower brands to express themselves with greater strength, single-mindedness and confidence.

Our new tone is lighter, fresher, warmer and more humane. We want our brand to be a modern, engaging, relevant brand every time a customer or prospect comes into contact with us.

2.0.2Version 1.2

Product

Brand

Strategic Communication GuidelinesCampaign Architecture

Global Brand Identity Communication (GBC)

Global Flagship ProductCommunication (GFC)

Local Product Communication (LPC)

- Brand positioning driver - the brand becoming more relevant and engaging through the Brand Identity message.

- Largely more a brand identity–focused proposition than a product–specific approach.

- Focuses on a higher order technology or umbrella theme for multiple products.

- Products consideration driver - products as the greatest testimony for the brand message.

- Leverage the product story, created to fit the brand personality.

- Local initiative focus - highlighting a single product USP, consistent with the Brand Identity.

- All local briefs signed by CMO during transition period to new Brand Identity campaign.

CMO

Company (BU)

Subsidiary/Local Office

- HA: Steam technology

- HE: Beautiful viewing experience

- MC: Touch technology

- HA: Prime & Compressor

- MC: Renoir

- Varies by market

Communication Tier Description Lead Examples

Work in progress (TBD)

2.0.3Version 1.2

Strategic Communication GuidelinesAdvertising Development & Implementation Process

*Note: Project Brief is explained on 2.0.5.

5.0 Project Workflow

��

PROJECT WORKFLOW DIAGRAM

The following diagram details the concurrent steps for both Media and Creative development within project workflow.

The Project Management Process Toolkit is designed to support the CMO mission statement. Its goal is to standardise the common processes throughout the LG/Agency network in order to develop an efficient and effective working relationship in all of the markets we do business in.

The standardisation of practices will help to improve communication, project workflow, cost savings and the creative product. This will ultimately lead to a stronger market position and brand for LG globally. The processes contained within the toolkit have been developed with input from the regional and local markets to produce operating procedures that are accurate and effective for all markets.

Please find a comprehensive guide at Global Marketing Portal (GMP) > Brand Toolkit > Project Management and Process toolkit.

2.0.4Version 1.2

Strategic Communication GuidelinesLG Global Project Initiation

The Process OverviewOur briefing process has now been standardised to ensure the best possible strategic and creative output for any marketing communications project. The process is divided into two sections: Project Briefing and Creative Strategy Briefing. In some cases project strategy research will take place following the Project Briefing. In these cases there should be a subsequent Project Briefing prior to the Creative Strategy Briefing step. The Project BriefThe Project Brief has three parts; Part I - Project Information, Part II - Brand Brief, and Part III - The Product Brief.

The Project Brief document is the means through which all relevant information is captured and shared throughout the development process. The Project Brief document must be completed by the LG marketing team and agreed to by all key approvers at the outset of any consumer communications development. It should accompany the project work at all times as it routes throughout the organisation. This visibility to all relevant information is critical to eliminate wasted time and work, and the Project Brief makes this possible.

The Project Brief has been developed to include both the advertising agency and media agency briefing information. All Agency partners should be briefed at the same time using this new briefing form. Agency partners have been instructed not to begin work on any projects without a written project brief.

A RACI FormA key component of the Project Brief is the RACI. RACI specifics the key members involved with the project and their respective roles.R = Individual ultimately Responsible for managing all aspects of project or taskA = Final Approver of all decisions, creative and next steps of project or taskC = Party or parties Consulted for insight and advice before project or task completed (do not approve work)I = Party or parties Informed of all developments, issues, next steps throughout project or task

2.0.5Version 1.2

Strategic Campaign GuidelinesProject Brief Template

Note: This template is available from the “Other Downloads” section found at http://brand.lge.com

The Project Brief has three parts; Part I - Project Information, Part II - Brand Brief, and Part III - The Product Brief.

Version 1.2

Advertising:

2.1 Campaign CreativeCreative Strategy . . . . . . . . . . . . . . . . . . . . 2.1.1A sense of Humanity . . . . . . . . . . . . . . . . 2.1.3 A sense of Curiosity . . . . . . . . . . . . . . . . . 2.1.4A sense of Pleasure . . . . . . . . . . . . . . . . . 2.1.5Brand Personality . . . . . . . . . . . . . . . . . . . 2.1.6

2.1.1Version 1.2

Campaign CreativeCreative Strategy

Generate a radical reappraisal of LG across all Companies / Regions and touch points by emotionally engaging consumers and build a consistent perceptual franchise of the brand.

Make all consumer communications consistent with our refreshed Brand Identity.

Clearly establish a common “feel”, an emotional experience, for LG brand which is differentiated with a sense of CURIOSITY, HUMANITY and PLEASURE. And these three things can stand out in a sea of cold and steely electronicsCuriosity: LG sees the world with fresh eyes to create things that are useful, relevant and enriching. Humanity: LG places people and how they want to lead their lives at the forefront of everything we do. Pleasure: LG develops products that bring a little extra pleasure into your life

Activate our sleeping asset, Life’s Good:a. Build emotional resonance into Life’s Good by connecting our products and services to a Life’s Good benefit via a human truth.b. Adopt a positive and energetic tonal approach in all communications.

LG is the technology brand that anticipates your needs with stylish, smart products which truly help ENRICH YOUR LIFE.

Uncompromising Seekers who want the best: Our target consumers want both stylish design and smart technology.

But they want more. They want a technology brand that stands for something – that inspires them and makes them feel good about life and what it holds.

Communications Objective

BrandStrategy

TargetAttitude Brand Benefit

2.1.2Version 1.2

Campaign CreativeCreative Strategy

BrandPersonality

Full of Optimistic Energy:(positivity, “can do” energy, the desire to make things happen).

Curious

Creative

Playful

Human

ImplementationPrinciples

CONSISTENCY across all touch points: Consumers should feel that they deal with the same brand across all moments of truth. We must present a consistent LG Brand to consumers in all channels.

CONTINUITY over time: Our core franchise can only be built over time. Consumers should feel that we continuously offer a similar message, image and experience from product to product across all communications over many years.

CREATIVITY inspired by local insights: While maintaining consistency and competitive differentiation in our marketing activities, local creativity inspired by local insight is critical. And we should demonstrate locally and globally how our values help us connect with freshness.

MediaApproach

MandatedExecutionalElements

Align our media approach with Consumer Decision Journey (CDJ) and focus on the most influential touch points. We should invest in media vehicles that let us interact with consumers as they learn about our brand.

Help build emotional connections with consumers’ passion and a sense of dynamism around the brand while reflecting Curiosity, Humanity and Pleasure.

Must follow latest version of BCG (Brand Communication Guideline).

Must use Life’s Good logo across all touch points.

Must use the LG end-frame with winking smile logo and “Life’s Good” for TV commercial. The end frame should be the natural ending of what has gone before it, not a disconnected end device.

2.1.3Version 1.2

Humanity: LG places people and how they want to lead their lives at the forefront of everything we do.

Campaign CreativeCreative StrategyA sense of Humanity

2.1.5Version 1.2

Pleasure: LG develop products that bring a little extra pleasure into your life.

Campaign CreativeCreative StrategyA sense of Pleasure

2.1.4Version 1.2

Curiosity: LG see the world with fresh eyes to create things that are useful, relevant and enriching.

Campaign CreativeCreative StrategyA sense of Curiosity

2.1.6Version 1.2

Full of Optimistic Energy: positivity, “can do” energy, the desire to make things happen.

Curious Creative Playful Human

Campaign CreativeBrand Personality (tone and manner)

Version 1.2

Introducing . . . . . . . . . . . . . . . . . . . . . . . . .2.2.1Logo - 3D Logo with Tagline . . . . . . . . . . 2.2.8Typography . . . . . . . . . . . . . . . . . . . . . . . . 2.2.9Press / Left Page / Specifications . 2.2.11 - 12Press / Left Page / Example – Vertical Body Copy (Recommended) . . . . . . . . . . . . . . .2.2.13Press / Left Page / Specifications – Horizontal Body Copy (Optional) . . . . . . . . . . . . . . . .2.2.14Press / Left Page / Example – Horizontal Body Copy (Optional) . . . . . . . . . . . . . . . . . . . . .2.2.15Press / Right Page / Specifications - Left Sided . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.16 - 17Press / Right Page / Example - Left Sided Elements . . . . . . . . . . . . . . . . . . . . . . . . . .2.2.18Press / Right Page / Specifications - Right Sided . . . . . . . . . . . . . . . . . . . . . . . . 2.2.19 - 20Press / Right Page / Example - Right Sided Elements (Optional) . . . . . . . . . . . . . . . . 2.2.21Press / Do Nots / Example . . . . . . . . . . 2.2.22

Press / Half - Page / Examples . . . . . . . 2.2.23Press / Double - Page Spread / Example (When image can only go on right hand side) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.24Press / Double - Page Spread / Example (When image can only go on left hand side) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.25Press / A5 (small space) / Example . . 2.2.26Press / Co-Op Advertising / Example . 2.2.27Press / Call-Out / Example . . . . . . . . . 2.2.28Press / Retail Press Advertising / Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.29Press / International / Example . . .2.2.30 - 32Press / Mono Page / Example . . . . . . . 2.2.33Press / Lifestyle & Environmental / Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.34Poster / 6 Sheet / Specifications . . . . . 2.2.35Poster / 6 Sheet / Example . . . . . . . . . . 2.2.36Poster / 12 Sheet Vertical / Specifications . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.37Poster / 12 Sheet Horizontal / Specifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.38Poster / 32 Sheet / Specifications . . . . 2.2.39Poster / 48 Sheet / Specifications . . . . 2.2.40Poster / 48 Sheet / Example . . . . . . . . .2.2.41Poster / 96 Sheet / Specifications . . . . 2.2.42OOH / Optional Logo Placement / Specifica-tions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.43OOH / Highway Billboards / Example . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.44OOH / with Border / Example . . . . . . . . 2.2.45OOH / Conference Banners & Mega site / Specifications . . . . . . 2.2.46OOH / Conference Banners & Mega site / Example . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.47TV / End Frame / Specifications . . . . . . 2.2.48TV / End Frame Including URL / Specifications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.49

Advertising:

2.2 AdvertisingGuidelines

2.2.1Version 1.2

TONE OF VOICE

Tone of voice is how a brand expresses its personality: it is how we say what we say. We have messages that we want to deliver, but the way we say them is the way that we engage people emotionally with the brand. Our tone of voice is important because it shows our audience what we stand for. It lets them decide whether they like us or not – whether they think we are an interesting brand that is worth spending time with.

The most important thing is that we achieve clarity in our copy. The reader needs to understand exactly what we want to say about the product.

The second important thing is that people feel LG is making life good. The consumer response to the headline should be ‘this is something that would appeal to me’. E.g., I’d like a washing machine that saves the planet, I’d like sound that sounds real etc.

We can then think about a sense of curiosity, playfulness, creativity and humanity – as long as this doesn’t stop the copy being crystal clear. The headline can pose a question or it can simply be a statement.

The body copy should expand on the consumer benefit in the headline and give the consumer reasons to believe it. Again, it should be playful, witty and unconventional as long as it is clear about the benefit and reasons to believe.

There needs to be a genuine ‘enriching life’ connection between the product and the emotional benefit it delivers.

Advertising GuidelinesIntroducing

2.2.2Version 1.2

Good advertising examples:Use white space as key visual to make clean, modern and simple manner of premium LG. The product should be the main focus on the image and the centre of attraction. Exceptionally, if advertisement is featuring the product using an environmental or lifestyle background, that background must be predominantly white. (lifestyle and environmental guide is located at 2.2.34)

Bad advertising examples:We want people to feel that LG is making life good. Anything that doesn’t build this ina clear way is wrong: this includes anything trivial, boring or irrelevant to the product benefit.

SHOULDN’T SOUNDSOUND REAL?Was that a tiger at the door? Where’s the 100-piece orchestra hiding? Should we call the fire brigade for that explosion? The LG Home Cinema System sounds so genuine thanks to audio industry legend Mr. Mark Levinson, who has personally engineered and fine-tuned our pure digital sound for powerful reality. Prepare your senses.

LG Home Theatre Systemwww.lge.com

2.2.3Version 1.2

CASTING BRIEF

While the casting of each commercial is dependent on the script itself, the protagonists ofLG work should communicate or enable the communication to deliver the LG Brand Identity.

VO BRIEF

A young voice, 25-35 years old with an accent with character – e.g., for UK we would use an accent with a slight, but mostly untraceable regional bent (i.e., Ewan McGregor).

2.2.4Version 1.2

ART DIRECTION

The white space as a key visual is important in expressing the LG Brand Identity.

Sophistication is fundamental to the LG Brand. Everything we do should feel: elegant,clever and premium. White space is important in achieving this.

The reason all the products are set on white space is to give them a sense of importance: they are the focus of the ad, the hero. The white space itself is clean, modern, fresh and simple, and this helps build a feeling of premiumness: LG isn’t afraid to showcase its products centre stage. The ads should be clean and uncomplicated.

The white space is also there to build visual drama: our main aim has to be to get people to stop and look at our communication – unless we do this, we won’t get our message across. It is the visual image that will make people stop and look – only then will they read the headline. Putting the image in the centre of clean white spaces builds drama.

The way each image should be built should be to grab the attention of the reader/passer by – it should be memorable. The product should be the hero, the centre of attraction creating visual drama. As long as the product is central to the drama, the images we build around it can be surreal or fantastical – whatever we need to get across the product message and build drama.

2.2.5Version 1.2

To achieve this drama and to keep the product clearly at the centre, the ad has to be kept as clean and uncomplicated as possible. The images should be simple and uncluttered and without boxes or backgrounds.

The product is always the main focus of the image, so it should never bleed off the side of the page. The images surrounding it may bleed off if this helps achieve drama.

If we are to stand out from the crowd and get people to engage with our communications, it is important that we avoid the norms of the category. Lifestyle images of people using and enjoying the product cannot differentiate us and therefore should be avoided.

Photographic guidelines:

We are a sophisticated brand and our photographic style is crucial in achieving this. Our products are objects that people want to admire in their homes – they want them to look beautiful. When we shoot our products we should shoot them as if we were a luxury brand – making sure we capture every detail of the design and ensure the product is beautifully lit.

The imagery we are capturing can be abstract but it must be believable. The style should be bright, optimistic and have charm and intrigue. We should avoid styles that make the imagery look fake.

2.2.6Version 1.2

The lighting treatment should introduce a subtle tone to give the products a premium and sophisticated feel. It should give a sense of depth and energy to the executions. The feel of the lighting should be strong, slick and unfussy, but engaging.

The angle the central visual is shot at should create a dramatic and dynamic feeling while capturing the product details.

Typography:

The reason the body copy runs at a different angle to the headlines is to emphasize that LG look at things differently*, that LG has a different take on the world.

The headlines are in uppercase. This follows the fact that LG is in capital letters – the brand declares itself in capital letters and our headline messages are declared in capital letters. The body copy is an explanation of the message, more of a conversation than an announcement, so this is in sentence case.

* An alternative horizontal body copy format is also acceptable. Please refer to page 2.2.14-15 for instructions.

2.2.7Version 1.2

Music guidelines:

Music is an important part of how we engage with people and build our brand. We want to engage and surprise people, so we want to choose music that feels a little unexpected. Doing the most obvious, normal thing is not sophisticated, and it doesn’t help us stand out from the crowd.

Music should be used to underscore the TV narrative; it should feel appropriate to the creative, but the overall feel should be witty and playful.

2.2.8Version 1.2

Advertising GuidelinesLogo – 3D Logo With Tagline

Minimum Size

10mm

Clear Space

1/3 X 1/3 X1/4 X

1/3 X

1/3 X

X

X

Note: “X” is equal to the height of the symbol.

Clear Space

Minimum Size

Always position the 3D Logo with Tagline for maximum impact and give it plenty of room to “breathe” to ensure its impact and legibility.

Clear SpaceA minimum amount of clear space must always surround all versions of the logo. Clear space must equal 1/3 the width of the symbol’s total size. Maintaining proper clear space protects the visual identity from competing graphic elements such as text, photography or background patterns that may otherwise divert attention from the logo.

Minimum SizeA logo that is too small has little or no impact. The symbol of the 3D logo should never appear smaller than 10mm in height.

Note: Approved electronic artwork of the 3D Logo with Tagline is available for download at http://brand.lge.com. Do not attempt to retype, recreate or redesign the any logo art work.

Approval is required from the CMO to translate the tagline from English into the corresponding language of the country in which the product is being sold.

2.2.9Version 1.2

Advertising GuidelinesTypography – Font

Headline: Bryant LG Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890.,?/; :’”\()&%$£@!*+_-

Web Address Descriptor and Body Copy: Bryant LG Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890. ,?/ ; : ’ ”\( )&%$£@!*+_-

2.2.10Version 1.2

Advertising GuidelinesTypography – Font

Outdoor Poster Headline: Bryant LG Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz1234567890.,?/; :’”\()&%$£@!*+_-

2.2.11Version 1.2

Advertising GuidelinesPress / Left Page / Specifications - Vertical Body Copy (Recommended)

1

2

3

4

Headline, body copy and logo sizes are based on a single page artwork at 300mm x 222mm. It can also be applied to a double page spread 300mm x 444mm. This lock-up can be used on small space ads, but must move up and down collectively as a unit.

All copy prints 65% tint of black.

Headline: Bryant LG Medium. 17pt on 17pt leading.

Body Copy: Bryant LG Regular. 12pt on 14pt leading. Body copy is strongly recommended to write in vertical way.

Descriptor: Bryant LG Regular. 12pt on 12pt leading.Web Address: Bryant LG Regular 12pt.

The 3D Logo: The symbol is 12.5mm on a single page or double page spread.

The spacing between the elements is based onthe symbol. Always construct the lock-up from theleft corner. All elements must be included.

Elements within the advertising must follow this order: - Headline - Body copy - Pack shot - Descriptor - Web address - The 3D Logo

Large Box

SHOULDN’T SOUND SOUND REAL?

Lorem ipsum

dolor sit amet, con sectetur adips

cing elit, sed diam nonnum

y eius mod tem

por incidunt ut labore. Etdolore m

agna aliquam erats

volupat. Ut enim

ad minim

um veniam

i effj egre quis nostrud exercitation ullam

corpor suscipit eti nisi ut aliquip ex ea com

modo consequat.


.5 X

.5 X

.5 X

.5 X

X

1.5 X

3 X

X

2

3

4

1SHOULDN’T SOUND SOUND REAL?

Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

.5 X

.5 X

.5 X

X

1.5 X

2

3

4

1

X

Note: Pack shots must be cropped within a square picture box. There are two boxes to choose from: small and large.

Small Box

2.2.12Version 1.2

1

2

3

4

2

3

4

1

Advertising GuidelinesPress / Left Page Without Pack Shot / Specifications - Vertical Body Copy (Recommended)

In instances where a product is ‘heroed’ in the main visual, there is no need to show the product again as a pack shot.

The following guideline applies to executions which clearly showcase the product.Headline, body copy and logo sizes are based on asingle page artwork at 300mm x 222mm. It can also be applied to a double page spread 300mm x 444mm. This lock-up can be used on small space ads, but must move up and down collectively as a unit.



Body Copy: Bryant LG Regular. 12pt on 14pt leading.




Elements within the advertising must follow this order: - Headline - Body copy - Descriptor - Web address - The 3D Logo


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

X

.5 X

.5 X

X

1.5 X

2.2.13Version 1.2

Advertising GuidelinesPress / Left Page / Example - Vertical Body Copy (Recommended)


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


Press with Pack Shot Left Hand Page Press without Pack Shot Left Hand Page


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


Advertising GuidelinesPress / Left Page / Specifications - Horizontal Body Copy (Optional)

1

2

3

4

The vertical copy lock-up is encouraged wherever possible. However, there is an option to include horizontal copy in the format demonstrated. In any one market the chosen option should be maintained throughout a campaign for consistency.









Lorem ipsum dolor sit amet, contatesectaturetur adips cing elit, sed diam nonumy eius modtempor incidunt ut labore. Et dolore magnate aliquamerats volupat. Ut diam enim ad minimum veniami quis nostrud eaexercitation ullamcorpore suscipit eti nisi ut aliquip ex ea commodo quis consequat.

Lorem ipsum dolor sit amet, contatesectaturetur adips cing elit, sed diam nonumy eius modtempor incidunt ut labore. Et dolore magnate aliquamerats volupat. Ut diam enim ad minimum veniami quis nostrud eaexercitation ullamcorpore suscipit eti nisi ut aliquip ex ea commodo quis consequat.

2.2.14

Large Box



.5 X

.5 X

.5 X

.5 X

X

1.5 X

3 X

X

2

3

4



.5 X

.5 X

.5 X

.5 X

X

1.5 X

2

3

4

1

X

Small Box

2.2.15Version 1.2

Advertising GuidelinesPress / Left Page / Example - Horizontal Body Copy (Optional)

The vertical copy lock-up is encouraged wherever possible. However, there is an option to include horizontal copy in the format demonstrated. In any one market the chosen option should be maintained throughout a campaign for consistency.

SHOULDN’T SOUNDSOUND REAL?Was that a tiger at the door? Where’s the 100-piece orchestra hiding? Should we call the fire brigade for that explosion? The LG Home Cinema System sounds so genuine thanks to audio industry legend Mr. Mark Levinson, who has personally engineered and fine-tuned our pure digital sound for powerful reality. Prepare your senses.


1/4XX

Note: Horizontal body copy should be written within the designated 1/4X red lined space.

2.2.16Version 1.2

Advertising GuidelinesPress / Right Page / Specifications - Left Sided Elements

Large Box


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

.5 X

.5 X

.5 X

X

1.5 X

3 X

2

3

4


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

.5 X

.5 X

.5 X

X

1.5 X

2

3

4

1

1.5X 1.5X


1

2

3

4

The recommendation is to use the version of the right hand page with left aligned copy and logo lock-up. Headline,body copy and logo sizes are based on a single page artworkat 300mm x 222mm. It can also be applied to a doublepage spread 300mm x 444mm. This lock-up can be usedon small space advertising, but must move up and down collectively as a unit.








Small Box

2.2.17Version 1.2

1

2

3

4

2

3

4

1

Advertising GuidelinesPress / Right Page Without Pack Shot / Specifications - Left Sided Elements

The recommendation is to use the version of the right hand page with left aligned copy and logo lock-up. In instances where a product is ‘heroed’ in the main visual, there is no need to show the product again as a pack shot.

The following guideline applies to executions which clearly showcase the product.

Headline, body copy and logo sizes are based on asingle page artwork at 300mm x 222mm. It can also be applied to a double page spread 300mm x 444mm. This lock-up can be used on small space ads, but must move up and down collectively as a unit.



Body copy: Bryant LG Regular. 12pt on 14pt leading.





Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

X

.5 X

.5 X

1.5 X

1.5 X

Elements within the advertising must follow this order:Headline, Body copy, Descriptor, Web address, The 3D Logo.

Version 1.2

Advertising GuidelinesPress / Right Page / Example - Left Sided Elements

2.2.18

STEAM. REMOVES POLLEN, ALLERGENS AND DUST MITES, NOT TO MENTION THE ODDSNEEZE.

Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.

LG Steam Washerwww.lge.com

Press with Pack Shot Right Hand Page


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


Press without Pack Shot Right Hand Page

2.2.19Version 1.2

Advertising GuidelinesPress / Right Page / Specifications - Right Sided Elements (Optional)

1

2

3

4

There is an option to use the right hand page with right aligned copy and logo lock up. Headline, space body copy and logo sizes are based on a single page artwork at 300mm x 222mm. It can also be applied to a doublepage spread 300mm x 444mm. This lock-up can be usedon small space advertising, but must move up and down collectively as a unit.








Large Box


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

.5 X

.5 X

.5 X

X

1.5 X

3 X

2

3

4

1

Small Box


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

.5 X

.5 X

.5 X

X

1.5 X

2

3

4

1

XX


2.2.20Version 1.2

1

2

3

4

2

3

4

1

Advertising GuidelinesPress / Right Page Without Pack Shot / Specifications - Right Sided Elements (Optional)

There is an option to use the right hand page with right aligned copy and logo lock up. In instances where a product is ‘heroed’ in the main visual, there is no need to show the product again as a pack shot.

The following guideline applies to executions which clearly showcase the product.

Headline, body copy and logo sizes are based on asingle page artwork at 300mm x 222mm. It can also be applied to a double page spread 300mm x 444mm. This lock-up can be used on small space ads, but must move up and down collectively as a unit.


The spacing between the elements is based onthe Symbol. Always construct the lock-up from theleft corner. All elements must be included.


Body copy: Bryant LG Regular. 12pt on 14pt leading.



Elements within the advertising must follow this order:Headline, Body copy, Descriptor, Web address, The 3D Logo.


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


.5 X

X

.5 X

.5 X

1.5 X

X

2.2.21Version 1.2

Advertising GuidelinesPress / Right Page / Example - Right Sided Elements (Optional)


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


A WASHING MACHINE DESIGNED FOR DELICATES.LIKE THE PLANET.


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.

Press without Pack Shot Right Hand PagePress with Pack Shot Right Hand Page

2.2.22Version 1.2

Advertising GuidelinesPress / Do Nots / Example

If the copy of the right sided elements is in danger of bleeding off, the left sided elements should be used instead.

DAMPF. NIMMT POLLEN, ALLERGEN HERAUS UND STAUBT MILBEN AB, DAS UNGEWÖHNLICHENIESENNICHT ZUERWÄHEN.

Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


DAMPF. NIMMT POLLEN, ALLERGEN HERAUS UND STAUBT MILBEN AB, DAS UNGEWÖHNLICHENIESENNICHT ZUERWÄHEN.

Lorem ipsum

dolor sit amet, con sectetur adips cing

elit, sed diam nonnum

y eius mod tem


agna aliquam erats volupat. U

t enim

ad minim

um veniam



modo consequat.


2.2.23Version 1.2

Advertising GuidelinesPress / Half-Page / Example

Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.



2.2.24Version 1.2

Advertising GuidelinesPress / Double-Page Spread / Example (When image can only go on right hand side)

ADVANCED TECHNOLOGY. BEAUTIFULLY HIDDEN.

LG Full HD TVwww.lge.com

Step closer. A

little closer… W

e want to show

you something. S

omething you can’t

actually see… but can experience. W

e call it Advanced Technology. C

ome closer still.

There… hiding w

ithin every LG D

igital TV is something that w

ill satisfy your every curiosity, no m

atter how big your im

agination. So, w

hat do you want to experience?

A perfect Full H

D picture tuned by light? A

mazing speakers that can’t be seen

with the naked

eye? Whatever it is, p

repare to step

into an advanced

world

.

2.2.25Version 1.2

Advertising GuidelinesPress / Double-Page Spread / Example (When image can only go on left hand side)

INTRODUCING A WASHING MACHINE THAT THINKS IT’S AN IRON.

Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


2.2.26Version 1.2

Advertising GuidelinesPress / A5 (small space) / Example

Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.



2.2.28Version 1.2

When using icons the preferred placement is on the bottom left corner of the page. This maintains the white space that is essential when expressing the premium nature of the LG Brand Identity.

Bottom left placement ensures that the product remains the centerpiece of the work and that the page is as uncluttered as possible. For the same reason call-outs should be kept to a minimum where possible.

Maximum Call-Out Logo SizeCall-out logos should be no more than 2/3 the height of the LG Symbol.

X

X-height of LG symbol

2/3X

X


2/3X

Advertising GuidelinesPress / Call-Out / Example

2.2.29Version 1.2

Advertising GuidelinesPress / Retail Press Advertising / Example

Retail press ads should use the key visual in both the full page and half page executions. Copy should sit horizontally under the headline. If partnership logos, call-outs, etc. are required they should sit along the bottom of the page in the space allocated.

42LC3R £XXXX

• 42” DVR plasma• Resolution: 1366x768• Contrast Ratio: 1,600:1• HD Ready

• XD Engine• 3D digital comb filter• 1 Tuner PIP/POP• Response time 8ms

37LC2R £XXXX

• 37” DVR plasma• Resolution: 1366x768• Contrast Ratio: 1,600:1• HD Ready

• Surround max• 1HDMI• 1 Tuner PIP/POP/ double window

32LC3R £XXXX

• 32” DVR plasma• 37” DVR plasma• Resolution: 1366x768• Contrast Ratio: 1,600:1

• HD Ready• 1HDMI• 3D digital comb filter• 1 Tuner PIP/POP

Space allocated for partnership logos, call-outs, etc.

Space allocated for partnership logos, call-outs, etc.

ADVANCED TECHNOLOGY. BEAUTIFULLY HIDDEN.Lorem ipsum dolor sit amet, conse ctetur adipscing elit, sed diam nonnumy eiusmod tempor incidunt.

50PC1RR £XXXX• 50” DVR plasma• 33 hours recording• 80Gb HDD• Film filter

• XGA resolution: 1366x768• Contrast Ratio: 10,000:1• 1HDMI• Also available 42PC1RR

42LC3R £XXXX• 42” DVR plasma• Resolution: 1366x768• Contrast Ratio: 1,600:1• HD Ready

• XD Engine• 3D digital comb filter• 1 Tuner PIP/POP• Response time 8ms

37LC2R £XXXX• 37” DVR plasma• Resolution: 1366x768• Contrast Ratio: 1,600:1• HD Ready

• Surround max• 1HDMI• 1 Tuner PIP/POP/double window

32LC3R £XXXX• 32” DVR plasma• 37” DVR plasma• Resolution: 1366x768• Contrast Ratio: 1,600:1

• HD Ready• 1HDMI• 3D digital comb filter• 1 Tuner PIP/POP

42LC2RR £XXXX• 42” DVR plasma• 80Gb HDD• Resolution: 1366x768• 1HDMI

• 2 Tuner PIP/POP• Time machine• Swivel mechanism• Also available 42LC2RR

ADVANCED TECHNOLOGY. BEAUTIFULLY HIDDEN.Duiscipisim eugait irillut ulla facum auguer sim nit aut dolorercilla cor acil ero con henis aliqui.eugait irillut.

2.2.27Version 1.2

Advertising GuidelinesPress / Co-Op Advertising / Example

SHOULDN’TSOUNDSOUND REAL?

LG Home Cinema Systemwww.lge.com

Was that a tig

er at the door? W

here’s the 100

-piece

orchestra hiding? Should w

e call the fire brigade for thatexp

losion? The LG

Hom

e Cinem

a System

sounds so

genuine thanks to audio industry legend Mr. M

ark Levinson,w

ho has personally engineered and fine-tuned our pured

igital sound

for pow

erful reality. Prep

are your senses.

AVAILABLE AT THESE FINE RETAILERS

When using partner logos the preferred placement is on the bottom left corner of the page. This maintains the white space that is essential when expressing the premium nature of the LG Brand Identity.

Bottom left placement ensures that the product remains the centerpiece of the work and that the page is as uncluttered as possible. For the same reason partner logos should be kept to a minimum where possible.

Maximum Partner Logo SizePartner logos should be no more than 2/3 the height of the LG Symbol.

X


2/3X

X


2/3X

2.2.30Version 1.2


Advertising GuidelinesPress / International – Russian / Example

Font:Headline: GraphicusDTCyr BookBody copy: GraphicusDTCyr Book

For setting, please follow guidelines of the English type setting.

2.2.31Version 1.2

Advertising GuidelinesPress / International – Chinese / Example

Font:Traditional Chinese:Headline: MYuen Medium – B5Body Copy: MYuen Medium – B5

Simplified Chinese:Headline: MYuen Medium – GBBody Copy: MYuen Medium – GB



LG Scarlet

(Mark Levinson)

2.2.32Version 1.2

Font:Headline: MangalBody copy: Mangal


Advertising GuidelinesPress / International – Hindi / Example


?

?

Headline: MangalBody Copy: Shree-Dev 0726M

2.2.33Version 1.2

Advertising GuidelinesPress / Mono Page / Example


Lorem ipsum



y eius mod tem


agna aliquam erats

volupat. Ut enim

ad minim

um veniam



modo consequat.


2.2.34Version 1.2

Advertising GuidelinesPress / Lifestyle & Environmental / Example

Lifestyle and environmental images should be shot against a white background to keep in line with brand consistency. This can feature tone and shadow, to give it a situation or space to sit within. Refer to the below example as a reference for the appropriate technique when undertaking such shots.

When shooting products in their environment (as the TVs pictured here below) the background should always be predominantly white despite the fact that the visual contains more than just the product. This will help to maintain consistency.

2.2.35Version 1.2

Life’s Good

LG Home Theatre System www.lge.com


Advertising GuidelinesPoster / 6 Sheet / Specifications

When artwork is set up at 900mm x 600mm:

Headline: 65% tint of black Bryant LG Bold.175pt on 175pt leading. The size of type is,however, dependent on the line and word length.As long as the balance between image and typeis maintained to give the same look and feel, thetype size is permitted to increase or decrease by afactor of 15%.

Poster Descriptor: c 0, m 100, y 40, k 20. Bryant LG Regular. 62pt on 62pt leading.Web Address: 65% tint of black Bryant LG Regular. 61pt.

The 3D Logo: The logo’s symbol is 46mm when the artwork size is 900mm x 600mm.


Elements within the advertising must follow this order: - Headline - Descriptor - Web address - The 3D Logo

1.5 X

X

.75 X

1

2

3

2

1

3

.6X

2.2.36Version 1.2

Advertising GuidelinesPoster / 6 Sheet / Example

STEAM.REMOVES POLLEN,DUST MITES AND THE ODD SNEEZE.

When artwork is set up at 900mm x 600mm:The first example below shows a 6 sheet poster with a type size of 175pt on 175pt leading. This is the preferred type size for 6 sheet posters. The size of type is, however, dependent on the line and word length. As long as the balance between image and type is maintained to give the same look and feel, the type size is permitted to increase or decrease by a factor of 15%. The second example below shows a 6 sheet poster with longer wording and line length. It has been necessaryto decrease type size to 141pt with 141pt leading.

Life’s Good

LG Steam Washer www.lge.com

Life’s Good

LG Home Theatre System www.lge.com


175pt Copy 141pt Copy

2.2.37Version 1.2

Advertising GuidelinesPoster / 12 Sheet Vertical / Specifications

X

.5 X

SHOULDN’T SOUND SOUND REAL?LG Home Theatre System www.lge.com

1

2

3

2

1

3

When artwork is set up at 304.8mm x 152.4mm:

Headline: 65% tint of black Bryant LG Bold.49pt on 49pt leading. The size of the type is,however, dependent on the line and word length.As long as the balance between image and typeis maintained to give the same look and feel, thetype size is permitted to incease or decrease bya factor of 15%.

Poster Descriptor: c 0, m 100, y 40, k 20 Bryant LG Regular. 19pt on 19pt leading.Web Address: 65% tint of black Bryant LG Regular. 19pt.

The 3D Logo: The logo’s symbol is 16.7mm when the artwork size is 304.8mm x 152.4mm.



.6X

X

X

2.2.38Version 1.2


Advertising GuidelinesPoster / 12 Sheet Horizontal / Specifications

1

2

3







X

.5 X

.5 X

2

1

3

X

X

2.2.39Version 1.2









X

.5 X

.5 X

1

2

3

2

3

1

X

X

2.2.40Version 1.2




Headline: 65% tint of black Bryant LG Bold.101pt on 101pt leading. The size of the type is,however, dependent on the line and word length.As long as the balance between image and typeis maintained to give the same look and feel, thetype size is permitted to increase or decrease bya factor of 15%.


The 3D logo: The logo’s symbol is 33.6mm whenthe artwork size is 300mm x 600mm.



1.5 X

X

.5 X

.5 X

1

2

32

3

1

X

2.2.41Version 1.2

Advertising GuidelinesPoster / 48 Sheet / ExampleWhen artwork is set up at 300mm x 600mm:The first example below shows a 48 sheet poster with a font size of 101pt on 101pt leading. This is the preferred font size for 48 sheet posters. The font size is, however, dependent on the line and word length. As long as the balance between image and type is maintained to give the same look and feel, the type size is permitted to increase or decrease by a factor of 15%. The second example below shows a 48 sheet poster with longer word and line length. It has been necessaryto decrease font size to 88pt with 88pt leading.


STEAM. REMOVESPOLLEN, DUST MITESAND THE ODD SNEEZE. LG Steam Washerwww.lge.com

101pt Copy 88pt Copy

2.2.42Version 1.2




Headline: 65% tint of black Bryant LG Bold.57pt on 57pt leading. The size of the type is,however, dependent on the line and word length.As long as the balance between image and typeis maintained to give the same look and feel, thetype size is permitted to incease or decrease bya factor of 15%. Poster Descriptor: c 0, m 100, y 40, k 20 Bryant LG Regular. 27pt on 27pt leading.Web Address: 65% tint of black Bryant LGRegular. 27pt.

The 3D Logo: The logo’s symbol is 19mm when the artwork size is 152.4mm x 609.6mm.

The spacing between the elements is based onthe Symbol. Always construct the lock-up from the left corner. All elements must be included.


X

X

.5 X2

1

3X

1

2

3

X

2.2.43Version 1.2

Advertising GuidelinesOOH / Optional Logo Placement / Specifications

To fully maximize the impact of the key visual’s appeal, the logo can be placed in the upper right portion of the OOH advertising.


Headline: 65% tint of black Bryant LG Bold.133pt on 133pt leading.

Poster Descriptor: c 0, m 100, y 40, k 20. Bryant LG Regular. 61pt on 61pt leading.Web Address: 65% tint of black Bryant LG Regular. 61pt.

The 3D Logo: The logo’s symbol is 44.8mm when the artwork size is 758mm x 498mm.


Providing the balance between the image and type is maintained to give the same look and feel,the type size is permitted to increase or decrease by a factor of 15%.

1.5 X

.75X X

.5 X

1

2

3

13

LG Home Cinema Systemwww.lge.com

SHOULDN’TSOUNDSOUND REAL?

2

2.2.44Version 1.2

Advertising GuidelinesOOH / Highway Billboards / ExampleIn rare cases when OOH is placed on a highway where viewing is limited, the key visual can be used without a headline and placed alongside an enlarged logo for better product / brand recognition.

Note: This is not the most recommended method and it should only be used if no other alternative is available.

LG STEAM WASHER

2.2.45Version 1.2

In rare instances that OOH advertisements are set against the skyline, a grey border may be added in order to frame the work and make it more visible.


Advertising GuidelinesOOH / With Border / Example

2.2.46Version 1.2

Advertising GuidelinesOOH / Conference Banners & Mega Sites / SpecificationsIn order to retain the premium feel of the print advertising, conference banners should aim to optimize white space. This improves the prominence of the product on display. In this instance the logo may be used on a grey background in order to highlight the branding and mark the difference between advertising and branding.

Both conference banners and mega sites have options containing two and three logos. Either option can be used depending on the particular needs and dimensions of the site.

Note: Placing the logo on a grey background should only ever be used on conference sites and mega sites, not in any other form of advertising.

1/3 X

1/3 X

X

1/3 X

1/3 X

X

2/3 X

2/3 X

X AM

OM

92ya

M~32

yaM

200

8 C

hrist

ophe

r Exh

ibiti

on

Headline Goes Here2008. 12. 05 | Place: LG Twin Tower

Headline Goes Here2008. 12. 05 | Place: LG Twin Tower

1:4

1:3

1:5

1:7

17:

15:

14:

:110

2/3 X

2/3 X

X

AM

OM

92ya

M~32

yaM

200

8 C

hrist

ophe

r Exh

ibiti

on

AM

OM

92ya

M~32

yaM

200

8 C

hrist

ophe

r Exh

ibiti

on

XX1/3 1/3X

THE PLACETO PLAY.

THE PLACETO PLAY.

2.2.47Version 1.2

Advertising GuidelinesOOH / Conference Banners & Mega Sites / Example

THE PLACETO PLAY.

Widecolor Banners

Maga Sites

Conference Banners

2.2.48Version 1.2

Preview Link

Screen Image:

Advertising GuidelinesTV / End Frame / Specifications

Implementing a consistent end frame and mnemonic device at the end of every TV and radio advertisement is another important step in building the LG Brand.

The LG End Frame is available against either a black or a white background. Use the white version for films with a bright tone. Use the black version on films with a darker visual tone. High definition and standard definition files are available.A 3 second end frame is the standard. 2.0 or 2.5 second for shorter advertisements (i.e., 20 and 15 seconds in length).

- The mnemonic comes up in the clear (no sounds fading into mnemonic, mnemonic audio comes in full volume, no “voice over” over mnemonic).

- The audio levels of the mnemonic are at least as loud as the preceding audio.

- The mnemonic must not fade out.

- The mnemonic plays in stereo.

- The mnemonic is always at the end to close the spot (even if there is more than one mnemonic, LG is last).

- The mnemonic source must come from a 48 kHz, 16 bit stereo aif or wave file (no mp3 or compressed format).

- First frame of the audio syncs with first frame of the picture or use reference 2 pop.

The end frame should not be modified in any way. It should not be shortened nor lengthened, and neither the logo nor the audio may be altered except in the event when a LG brand site URL needs to be expressed.

Note: Please double click on the image to preview the end frame animation and mnemonic.Audio and mnemonic devices are available for download at http://brand.lge.com.

S

2.2.49Version 1.2

e.g. 1., Including LG Brand Site (Recommended)

www.lge.com Brand site URL

The LG Logowith Tangline

2

1

Product Name1

Advertising GuidelinesTV / End Frame including URL / Specifications

1. In the instance where the LG Brand site (global or regional) URL is required, place it below the “Life’s Good” slogan underneath the LG Logo in the final frame.2. In the instance where the microsite URL is required, it is recommended that URL be placed on the packshot screen. It should be placed below the product name and alongside the packshot. The partnership logo may not be placed on the final frame.

The LG Logowith Tangline

1

e.g. 2., Including Product Microsite

Product Name

Microsite URL

Partnership Logo

Call-outs

2

3

4

1

2.2.50Version 1.2

The F1 FORMULA 1 logo, F1, FORMULA 1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX and related logos are trademarks of Formula One Licensing BV, a Formula One group company. All rights reserved.

White space

.7 X.7 X

X

X

X

Lines 1 and 2

Advertising GuidelinesTV / End Frame – F1 Co-Branding / SpecificationsIn the exceptional case of co-branded Formula 1™ the following TVC end frame sequence is required: the F1/LG composite logo screen should be followed by the final LG end frame.

Exclusion Zone:A minimum amount of exclusion must always surround all versions of the core logos. Exclusion must be no less than the full height of the F1 Formula 1™ logo. Maintaining this boundary preserves the visual integrity of the identity.

Some technical points to be taken into consideration as below.

- The legal line must always be included whenever the LG F1 logo is used. The recommended placement of this is at the bottom centre of the page.

- The designation line should remain “A Global Partner of Formula 1™” and should not be altered.

- The “Formula 1™” element of the designation must remain in English, with the trademark symbol, in Bryant LG font.

All LG F1 communications must adhere to the general F1 guidelines as per lgracingnetwork.com and be approved by Formula One Management.

It is vital to ensure when films are finished 16:9 that the legals/supers for the end frames are set correctly within 4:3 title safety to avoid any distortion or loss of wording when films are broadcasted 4:3.

Version 1.2

Overview of Pre-Advertising Testing . . . . . 2.3.1TV LinkTM Test Process. . . . . . . . . . . . . . . 2.3.2TV LinkTM Framework Details . . . . . . . . . . 2.3.3Key Measures . . . . . . . . . . . . . . . . . . . . . 2.3.4Standardized Costs . . . . . . . . . . . . . . . . . 2.3.5Key Contacts . . . . . . . . . . . . . . . . . . . . . . 2.3.6Questionnaire & Checklist . . . . . . . . . . . . .2.3.7

Advertising:

2.3 Research

2.3.1Version 1.2

Objective- Assess and improve ad creativity based on local consumer reaction.- Minimize financial risk by predicting in-market performance.- Optimize the use of the media budget.

Partner AgencyMillward Brown

Test ModuleTV LinkTM

MethodologyQuantitative test (Online or face–to–face)

Sample Size 150 per cell

Recommended Timeframe1 - 2 months prior to ad launch

Research TimeStimulus to topline report: 2 - 3 weeks

ResearchOverview of Pre-Advertising Testing

2.3.2Version 1.2

ResearchTV LinkTM Test Process

1 Week 2 Week 3 Week 4 Week 5 Week

LG

Completeresearchbrief

Go/no-godecision and make revisionsif “no-go”

Draft question-naire

Providestimulus(3 days prior to fieldwork)

Fieldwork(1.5 weeks)

Topline report(1 week)

Final report(4 days)

MillwardBrown

Ad Agency

2.3.3Version 1.2

ResearchTV LinkTM Framework Details

Will the campaign be remembered and linked to the brand?

Engagement

- Involvement - Enjoyment - Branded impact (Awareness Index) - Distinctiveness - Personal Relevance - Interest in brand/category

Does the ad affect brand associations in the right way?

Brand Associations - Spontaneous impressions - Aided impressions - Long–term associations - Emotional response - Mood and tone

Do new brand associations make the brand more desirable at key decision moments?

DiagnosisLikes and Dislikes, Story of the Ad, Understanding, Sticks in Mind, Talk Back to the Creator,Interest/Emotion Traces, Optional Probes on Viral, Celebrities, Slogans, and Music.

Motivation - Persuasion - Effect on category use - Call to action - Brand appeal - Buzz/Viral

- Brand difference - Relevance - Believability - New information

2.3.4Version 1.2

Awareness Index

“ How efficient is the ad in generating awareness?”

Persuasion Score

“ How efficient is the ad in changing the purchase intent?”

Communication Score

“ Is the main message being communicated?”

ResearchKey Measures

2.3.5Version 1.2

- Total cost (1 cell) = Field cost + Client service

- Sample size for China/India, 200 with 100 each city (2 cities); other countries, 150 per country.

- Assume 60% penetration rates and 25 minutes to complete questionnaire.

- Client service cost discount rate: 2 cells-5%, 3 cells-10%, 4~6 cells-18%, 7~8 cells-20%, over 8 cells-25%.

- For costs in other countries, please contact the designated person listed on the next page.

- Details/breakdown of costs are shown in the appendix.

ResearchStandardized Costs

Projects Serviced Out of MB Central Team Projects Serviced Out of MB UK/US Team

Nation NationMethod MethodTotal Cost Total Cost

UK

France

Germany

Italy

Spain

USA

China

Russia

Brazil

India

UK

France

Germany

Italy

Spain

USA

Online

Online

Online

Online

Online

Online

F2F

F2F

F2F

F2F

Online

Online

Online

Online

Online

Online

$11,498

$13,966

$13,966

$13,966

$13,966

$11,032

$12,145

$13,510

$23,931

$11,515

$19,181 (-20%)

$21,768 (-34%)

$21,768 (-22%)

$21,768 (-25%)

$21,768 (-13%)

$19,599 (-28%)

(-X%): Discount compared to cost without partnership.

2.3.6Version 1.2

ResearchKey Contacts

HQ, Asia, Middle East & Africa projectsMB Central Team (AAP: Africa Asia Pacific) Deepender Rana Position: Chief Client Officer, MB Africa Asia PacificEmail: [email protected]: +86 21 6359 8683

US, South & Central America projectsMB US TeamDon Diforio Position: Head of MB New YorkEmail: [email protected]: +1 203 330 7998

Europe and CIS projectsMB UK TeamTim WraggPosition: Head of Client Service, MB United KingdomEmail: [email protected]: +44 (0)20 7126 5080

LG Pre AD Test Questionnaire

2

RECRUITMENT

RQ1. Do you or does any member of your household work in any of these occupations?

Occupations RQ 1 )1( gnisitrevdA

Market research (2) )3( gnitekraM )4( msilanruoJ

Public relations (5)

IF ANY OF THESE CODED, CLOSE

EUNITNOC,DEDOC ESEHT YLNO FI )6( eseht fo enoN MULTICODING POSSIBLE. DO NOT RANDOMIZE OR ROTATE. RQ2. Which of these age groups do you fit into?

Age RQ 2 TPIRCS ESOLC )1( 61 rednU

)2( 42 ot 61 )3( 43 ot 52 )4( 44 ot 53 )5( 46 ot 54

IF ANY OF THESE CODED, CLOSE

)6( revo dna 56Do not wish to answer (7)

CLOSE SCRIPT

RQ 3. Are you……?

(1) (2)

elameF elaM RQ 4. Which of these income bands does your gross annual household income fit into? By gross, this means before tax, national insurance or any other deductions. (Change according to test country)

Income RQ 4 )1( 000,02$ rednU

$20,000 – 34,999 (2) $35,000 - $49,999 (3)

CLOSE SCRIPT

$50,000 - $74,999 (4) $75,000 - $99,999 (5) $100,000 and Over (6)

CONTINUE

Do not Wish to answer (0) REFUSAL DISPLAY HOUSEHOLD INCOME REFUSAL DISPLAY SCREEN Sorry! We need you to state your household income range for you to continue with the survey. Please click ’Continue’ to be taken back to where we ask this question. If you still do not wish to give your household income, please click on ‘Do not wish to answer’ again and the survey will close.

2.3.7Version 1.2

ResearchQuestionnaire & ChecklistDemonstrated below are samples of the research questionnaires and checklists. Please discuss these with your local market key contacts mentioned on the previous page.

These files are available for download from http://brand.lge.com

LG Pre AD Test Questionnaire

3

RQ 5. Which statement best describes your involvement in the purchase of PRODUCT CATEGORY? (CHANGE DEPENDING ON CATEGORY – e.g. for DD, recruit both decision makers and influencers. For MC, recruit only decision makers)

Involvement RQ 5 I am fully responsible for the purchase CATEGORY for my household

(1)

I am involved in the decision of purchasing CATEGORY for my household

(2) CONTINUE

I am not at all involved in the decision of purchasing CATEGORY for my household

(3) CLOSE

ONE CODE ONLY RQ 6. Do you currently own a PRODUCT (CATEGORY)?

Yes No

)2( )1(

ONE CODE ONLY RQ 7. [ONLY ASK CODED YES AT SQ 6. SKIP TO RE IF CODED NO AT SQ 6] What brand of PRODUCT (CATEGORY) you currently own? (Brand list vary according to product category)

Brand RQ 7 Competitor 1 (1) Competitor 2 (2) LG (3) Other Brands (4)

MULTIPLE CODING POSSIBLE RQ 8. [ASK ALL] Which of the following statements best describes your intention of owning a RPODUCT (CATEGORY) in the future? (CHANGE DEPENDING ON CATEGORY)

Intention of Owing a Product RQ 8 )1( shtnom 2-1 nihtiw esahcrup ot nalP )2( shtnom 4-3 nihtiw esahcrup ot nalP )3( shtnom 6-5 nihtiw esahcrup ot nalP )4( shtnom 21-7 nihtiw esahcrup ot nalP )9( esahcrup ot nalp ton oD

CLOSE IF CODED NO AT SQ 6 AND CODED ‘DO NOT PLAN TO PURCHASE’ AT SQ 8 RQ 9. [ASK ALL][CORE] How do you agree or disagree that these phrases apply to you when purchasing a PRODUCT (CATEGORY)? Please answer for each statement (Statement to recruit ‘core’ target – change according to category)

(1) ----- ---- (2) ---- ----- (3) ----- ---- (4) ---- ---- (5)

Documents

LG Advert