MATCHDAY PROMOTIONS CASE STUDY

GLOBALGAMES SPORTS

THE SPORTS EXPERIENCE CONSULTANCY
CLIENT: Fulham FC sponsors LG BRIEF: LG wanted to launch their brand new premium 9kg Washing Machine.
SOLUTION: GlobalGamesSports worked closely with LG to devise a superb multi-facetted, promotional program to launch their LG F1403FD both inside and outside Craven Cottage when Fulham played Manchester United FC. The highlight of this promotion was to be an on-pitch shoot-out contest featuring a giant 4m high inflatable replica of the washing machine, with competition winners each taking home a brand new machine worth 800! To complement the on-pitch competition we distributed 19,000 LG clap banners, one to every seat in the stadium, which were fantastically received by the fans. Every rubbish bin in the stadium was covered to make it look like an LG washing machine and in the streets around the stadium LG banners were fixed to street lamps. The promotion was completed by extensive promotion in the match day programme, with adverts on the big & fixed stadium tv screens and in conjunction with tannoy announcements.
GLOBALGAMESSPORTS 2010 www.GLOBALGAMESSPORTS.com Tel: 743 E-mail: grant@GLOBALGAMESSPORTS.com

Lifes Good when you are with LG. Premium, refinement, and Innovation We invite you to add these dimensions to your life. We are committed to offering the worlds most advanced, intuitive, and convenient products with superior technology and designs. Crafting future-oriented designs and technologies, we are creating optimal environments. And, creating new consumer value and achieving a higher level of consumer satisfaction, we are delivering richer, eco-friendly lifestyles. Lifes Good. as ever, with LG.
Strong performance in delivering the value that consumers desire, and more. The power to change and define the future. These are the goals that LG is committed to achieving. Lifes Good. as ever, with LG.

BUSINESS& WORLD

LGs business portfolio was restructured in January 2009, by creating the Business Solutions Company.
THE PERFECT COMBINATION OF IMAGE + PERFORMANCE

HA AC HE

It is now comprised of five business units Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning, and Business Solutions. Such reorganization is aimed at capturing even more of the ever-growing commercial market, expanding our value chain from hardware to solutions and better addressing the lifestyle needs of both current and future consumers.
HOME ENTERTAINMENT COMPANY
LCD TVS LG has been continuously pushing the limits of LCD TV Technology since introducing its first LCD TV in 1996. Our ultra slim LED Technology provides a brighter and clearer image through its 2,000,000:1 mega contrast ratio. Our wireless technology delivers Full
HD picture quality without unsightly wires. Our LCD TV plays HD digital content through a simple USB connection and also connects to a wide variety of Internet portals through its unique broadband technology. PLASMA TVS
Our plasma TVs feature simple yet stylish single-layer glass designs and deliver true cinema into your living room through the THX Media Director. The 600Hz technology sharply reduces flicker and provide smooth, clear motion in sports and fast actions scenes. In addition, the Time Machine TV features instant recording and rewinding of live TV shows. The LG plasma HDTV is also compatible with HD DivX simply through a USB connection. Their dedications to consumers and high-quality products have made LG the top plasma TV brand in Europe and the top flat-panel TV seller in Asia.
Home Audio LG produces home cinema systems and Hi-Fi systems with a focus on setting new standards in sound quality and excellent performance. LGs 2009 lineup ranges from stylish yet high-powered home cinema systems to micros for smart uses of small spaces. Home Video Our digital video products include a premium high-definition disc player, a DVD recorder with HDD, DVD players, portable DVD players and digital set-top boxes. In 2009, we aim to set a premium brand and global market leadership with a full range of stylish video product designs and digital broadcast technologies.
LG has set an ambitious goal of becoming the worlds top home entertainment devices manufacturer by 2010 by creating an ideal home entertainment environment with its premium flat-panel displays, audio and video products. We are moving forward in the global market with our smart technology and stylish design, true reflections of our consumer-oriented insights.

Optical Storage LG has also been the No. 1 producer of optical storage products for 11 consecutive years. We are also the largest manufacturer and OEM supplier of optical storage drives, such as Super Multi RW, CD-RW and DVD-ROM Drives. LGs Super Multi is fully compatible with Blu-ray HD DVD, DVD and CD formats, offering users both freedom and flexibility. Our award-winning Network Attached Storage can store up to four terabytes of data. PLASMA PANELS LG is the top global plasma panel producer and has one of the largest production capacities for plasma TVs in the world. We were the first company to develop a single-scan, 50-inch plasma panel and the first to produce multiple panels from a single sheet of substrate. Later, we took this process even further, developing an 8-panel processing technology, producing eight 42-inch panels from one substrate. Our Clear Filter Technology replaces the regular glass filter in the front of a plasma panel with a thinner and lighter sheet of film, eliminating glare and creating more vivid colors. Projectors LG incorporates vivid colors into its stylish LED projectors. LGs projectors enable more variety in colors and deepen saturation, eliminate motion blur or color break-up. Viewing is enhanced with its LED light source, rated to last for 30,000 hours. 100% free of mercury, LGs ultra-mobile LED projector is fully compatible with DivX movies, JPEG images and even MP3 files.
1. LCD TV (LH90) 2. Home Theater (HB954PB) 3. LCD TV (LH80) 4. LCD TV (LH50) 5. Plasma TV (PS80) 6. Plasma TV (PS70) 7. Home Theater (HT953TV) 8. LCD TV (LH70) 9. Blu-ray Player (BD370) 10. Network Storage (N4B1)
LG is a global leader and innovator in mobile phones, providing enhanced mobile experiences through its smart technologies and stylishly designed handsets. In 2008, LG Electronics Mobile Communications Company achieved its highest growth rate ever, thanks to strong sales of premium handsets and innovative touch phones, with handset sales reaching 100.7 million units and USD 13.3 billion. As a result of this momentum, we have now become the worlds third-largest producer of mobile handsets.
LEADING TECHNOLOGY TRENDS LG is driving the global market for mobile phones with innovative products and breakthrough technologies designed to provide consumers with a fuller mobile experience. Our long list of technology triumphs includes the first viable 4G Long-Term Evolution (LTE) chipset, the 3D S-Class UI and wearable devices like the 3G Watch Phone. Added to this are a number of eco-friendly initiatives that are at the forefront of the industry. We have created four categories of mobile devices to fit different consumer needs: Entertainment, Convergence, Style, and Simple Connect. ENTERTAINMENT LGs Entertainment phones deliver vivid, high-resolution video, rich sound and music, and include cameras with creative shot modes and enhanced photo editing. LG ARENA (LG-KM900), the flagship handset in this category, is a multimedia powerhouse that delivers an exhilarating audio and video experience, enhanced by LGs 3D S-Class UI. CONVERGENCE LG has a wide array of easy-to-use smartphones and convenient messaging phones. This year, we will introduce smartphones that are even more innovative, including the LG-GM730. All of them boast intelligent features that are exceptionally convenient. We will also continue to lead in the field of messaging phones with new models like the LG-KS360. STYLE LGs trendsetting, style-focused phones incorporate innovative materials and designs. We first made our name in style phones with our bestselling Black Label Series and The Second PRADA Phone by LG, which now comes with a wearable PRADA Link accessory. We have also released the worlds first transparent phone, the LG-GD900 Crystal. SIMPLE CONNECT LGs Simple Connect phones offer many of the same advanced features as LGs premium-priced offerings, but in a more affordable package. Our goal is to become the worlds number two mobile company by 2012 while also maintaining profitable growth. We will achieve this by developing innovative designs, features, and breakthrough technologies based on consumer insights to deliver an enhanced mobile experience.

1. ARENA (LG-KM900) 2. LG-GM730 3. Viewty Smart (LG-GC900) 4. LG-GD900 Crystal 5. Cookie (LG-KP500) 6. Touch Watch Phone (LG-GD910) 7. PRADA Phone By LG (LG-KF900), PRADA Link (LG-LBA-T950) 8. Versa (LG-VX9600) 9. Smart and Stylish Netbook (LG-X120)
MOBILE COMMUNICATIONS COMPANY

HOME APPLIANCE COMPANY

Washing Machines LG Steam Washing Machine offers a brand new and refreshing experience thanks to its unique Steam Generator, providing hygienic
and wrinkle-free care. In addition to washing clothes, it dispenses with worries about durability, energy costs, noise, and washing performance. All this is possible thanks to LGs Inverter Direct Drive, a state-of-the-art innovation in the field of conventional washer motors.
Dishwashers The motor in LGs dishwashers allows for greater washing capacity, while a slimmer and quieter motor positioned beneath the water reservoir minimizes noise. The Dual Washing System alternates water intensity between the upper and lower dish racks. A UV lamp
incorporated into the dishwasher prevents the growth of bacteria and eliminates up to 99% of any remaining bacteria after the wash cycle. The UV lamp allows the hygienic storage of dishes inside the washing compartment for up to four hours after the wash cycle. Refrigerators The energy-efficient Linear Compressor in LG refrigerators allows consumers to save on energy costs and help the environment. Besides consuming less energy, LG refrigerators keep food fresher and longer with such innovative technologies as Vacuum Fresh, VitaLight, and the Green Ion Door Cooling (GIDC) system. They also feature the Door-Mounted Ice Maker, a patented system that provides 10% more freezer storage by placing the ice maker on the freezer door.
LG Home Appliance Company upgrades consumers lifestyle with innovative technology and trendsetting designs while providing green solutions that can save energy and keep the home healthy and clean. Holding true to LGs commitment to a cleaner planet, we take a proactive approach to energy and environmental issues, from product design all the way to disposal and recycling.
Vacuum Cleaners LG KOMPRESOR PLUS, LGs bagless vacuum cleaner, ensures comfortable and hygienic surroundings thanks to the worlds first motorized dust compression technology. LG KOMPRESSOR PLUS collects dust and makes it into a compacted wedge that empties more easily and hygienically. It also keeps the home atmosphere cleaner by filtering out bad orders and dirt with its Carbon HEPA filter, while its powerful suction device features such noteworthy upgrades as the Turbo Cyclone System and easy access tools. Cooking Appliances LG cooking appliances make it easier to cook healthy, nutritious, and chef-quality food. LG SolarCUBE Light Wave Oven combines all the functions of a convection oven, grill and microwave into one, allowing you to cook like a gourmet and utilize foods more easily and efficiently. LGs innovative Light Wave Technology and Optimal Cooking Algorithm enable quick and even cooking with a minimal loss of nutrients, moisture, and taste. In addition, the SteamChef function minimizes nutrient damage and reduces salt and fat levels. Built-in appliances The companys built-in appliances create a more convenient and efficient kitchen environment by combining individual, stand-alone home appliances into well-designed, fully-integrated packages. These include hoods, hobs, built-in ovens, built-in microwaves, dishwashers, and refrigerators.

1. SXS Refrigerator (GR-P24] 2. Washer (F1314FDS2)/Dryer (RV1308BS) 3. Four-door Bottom Freezer (LMX25981S) 4. Steam Washing Machine (F1403FDS) 5. LG KOMPRESSOR PLUS 6. SolarCUBE (MP_9297ML) 7. Dishwasher (LD-4324WH*/SH) 8. Built-in Appliances
The Air Conditioning Company was reorganized in 2009 as part of LGs strategy of broadening its business horizons to include the B2B sector and revamping its operating structure. These steps will allow the company to base its decisions more fully on consumer lifestyles and explore new business opportunities. The company provides total heating, ventilation, and air conditioning (HVAC) solutions that are optimized for both home and work environments, focusing on commercial residential air conditioning systems and effective and efficient solutions.
Residential Air Conditioners (RAC) In order to meet the increasingly demanding and constantly changing needs of our consumers, we have initiated the Life Conditioner concept, blending conventional air conditioning with new lifestyle values and emotional satisfaction. This has resulted in an air conditioner with cooling, heating, air purifying, and dehumidifying functions geared to providing a comfortable and pleasant environment 24/7. In order to provide a more optimized and perfect environment, LGs global outreach operations take both regional needs and consumer behavior into consideration. Running the gamut from product planning to marketing and distribution, they are staffed by people from each region who have an intimate knowledge of their home market environment. Commercial Air Conditioners (CAC) Since 2008, we have been diversifying into the energy solutions business. In the area of new and renewable energy, we plan to expand our investments in solar energy applications, with a pronounced focus on geothermal energy. We will also continue adding to our already-sizable investments in R&D and human resources, increasing the number of research staff to 2,100 by 2010 from 1,200 in 2007. In addition, we will develop solid service infrastructures to expand the reach of the CAC business even further. HOMNET / BUILDING MANAGEMENT SOLUTIONS / HOTEL SOLUTIONS / LED LGs solutions business includes HomNet, Smart Building Solution, and Hotel Solution. HomNet enables consumers to control their digital equipment at any point and any time by connecting them to a remote controller system. Smart Building Solution reduces energy consumption and provides security against fires and crime, while Hotel Solution offers the ultimate in services for both institutional and residential consumers through intelligent information systems, IT infrastructures, integrated facility and system control structures. Our goal is to increase our market penetration and profitability by utilizing our air conditioning business channels, strengthening our sales channels, solution synergies, and partnering with other global players. Compressor LG produces 18 million rotary and scroll compressors, the core components of air conditioners, every year. The LG Air Conditioning Company has also customized these core components, which can be used in both residential and commercial applications. In line with the companys environmentally-friendly philosophy, it is also a major manufacturer of eco-friendly compressors. Providing total service from key components to business solutions, all based on cutting-edge technologies, LG has become increasingly competitive in the global heating, ventilation, and air conditioning (HVAC) market.

RAC 1. TITAN 2. Maestro 3. ART COOL CAC 4. Multi V plus 5. Therma 6. 4Way cassette 7. eco Solution 8. HomNet (12.1 inch Server) 9. Hotel Solution (HITs) Compressor 10. Scroll & Rotary Compressor

AIR CONDITIONING COMPANY

BUSINESS SOLUTIONS COMPANY

Monitors

LGs monitor business is growing faster than the markets average because of its perfect blend of smart technologies and stylish designs. We have gone to great lengths to create eco-friendly LCD monitors with reduced power consumption while eliminating harmful materials like mercury. Our lineup includes the W2486L LED-backlit LCD monitor, with an incredible 2,000,000:1 contrast ratio and exceptional image quality. At just 20.5 mm deep, it is the slimmest 24-inch monitor available. The flagship model in our B2B line is the LG Network Monitor, which dramatically reduces computer-related costs for organizations by creating multiple workstations from a single computer. Commercial Displays Demand for large commercial displays for use in hotels, hospitals, and other public spaces is growing, and LG achieved a 51 percent increase in sales in 2008. We are now the leading seller of commercial displays, having claimed the largest market share for three consecutive years. LGs commercial displays in U.S. hotels prevent the illegal duplication of protected content using LGs Pro:Idiom
In 2009, LG reorganized its business units, creating the Business Solutions Company. The LG Business Solutions Company is a leading B2B infotainment company that makes a wide range of LCD monitors, commercial displays, car infotainment and telematics, and digitally enhanced security systems. LG will continue to invest in these product areas to provide industry-leading solutions in B2B electronics.
solution technology. This has helped the company win a 50 percent market share in this sector. We plan to build on our success in this market by investing in additional research and development and expanding into new territories. Car Infotainment LGs car infotainment company provides integrated multimedia systems with customized solutions, both to car manufacturers and directly to consumers. For instance, LG recently launched its connectable, powerful, and cool LAC8900N car audio system. This combines the connectivity of USB 2.0 and Bluetooth with the power of a built-in, 53-watt, 4-way amplifier and great, customizable looks. Our product areas include complete multimedia devices that go far beyond regular car stereos and navigation systems. They incorporate telematics, the most advanced driving information system available, and high-end audio systems. LG is also working with major automakers to develop the highest quality car infotainment systems. Security Systems LG Security systems provide the stable and reliable performance that our customers demand. LG has incorporated smart technologies into all its digital products, which include surveillance cameras, video recorders, security monitors, and accessories. One example of LGs innovation is the LC903 Security Camera, which uses LGs patented XDI chip and 37x optical zoom lens. The company will continue to create security solutions that meet customer needs while advancing the industry as a whole.