14,000 customer suggestions received

17 products, services launched or improved

LG Uplus is the only domestic telecom carrier to be named among the Korea Advertisers Association's outstanding marketing cases. Pictured is an LG Uplus employee introducing Simple. Lab. [LG Uplus]
LG Uplus is the only domestic telecom carrier to be named among the Korea Advertisers Association's outstanding marketing cases. Pictured is an LG Uplus employee introducing Simple. Lab. [LG Uplus]

LG Uplus has become the only domestic telecom carrier to win the Korea Advertisers Association's Marketer Award, claiming the honor for the second consecutive year.

The company announced Wednesday that its customer-participation platform Simple. Lab was named the winner in the marketing strategy category of the 2026 KAA Awards, organized by the Korea Advertisers Association.

The KAA Awards is an annual event in which the Korea Advertisers Association recognizes outstanding marketing activities and advertising and media content.

The recognition this year highlighted LG Uplus's efforts to incorporate customer feedback directly into product and service improvements and to share that process with customers on an ongoing basis.

Simple. Lab is a platform where customers can submit complaints and improvement ideas related to their telecom experience. Since launching in November last year, it has received more than 14,000 customer submissions.

Drawing on that feedback, LG Uplus launched or improved 17 products and services, including child account management on its membership app U+one, a combined 5G and LTE rate plan, the Ixi-O roaming call feature, a roaming pass, and a priority network access service for firefighters.

The company also focused on sharing how customer feedback was being translated into actual service changes. Since Simple. Lab launched, it has published 516 pieces of related content, which have accumulated more than 121 million views.

LG Uplus won the Marketer Award last year for Boostus, a brand influencer community. Boostus was recognized for presenting a co-growth model that supports creators in producing content and building their careers.

"This award is the result of our efforts to ensure that even the smallest customer suggestion leads to a real service improvement," said Jang Jun-young, executive director of LG Uplus's marketing group. "We will continue to actively reflect the voice of our customers in our products and services to deliver a better customer experience."

Meanwhile, in March, LG Uplus received the Minister of Culture, Sports and Tourism Award in the digital category at the 34th Good Advertising Awards Chosen by Consumers for a Simple. Lab advertisement titled "A Text Message from Dad One Day." The ad drew praise for generating empathy around the digital divide through the story of parents and children struggling with digital devices.


woo@heraldcorp.com