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MC COMMUNICATION GUIDELINES

Distribution Date Oct. XX, 2014

Description Guidelines for feature story angles for local media pitch as one of lo-cal PR activities.

Background Ahead of its local and global launch, the G Watch R has been receiving wide praise for both its design and performance since its unveiling at IFA 2014 in Berlin. Many tech experts who have had hands-on experience with the smartwatch described it as the first smartwatch that feels complete.

More importantly, it’s important to position LG Electronics’ Mobile Communications business unit as finally coming to the fore as a legitimate challenger to the status quo. In a span of just two flagship iterations, LG has caught up with its key rivals in gaining significant market share. This needs to be highlighted briefly.

It is in our best interest that we maintain this momentum for the local sales of the G Watch R and LG’s lineup of wearable devices through continuous local media pitching.

The following are sample feature stories which highlight LG’s overall ‘big picture’ narrative regarding wearables. Local LG offices are encouraged to actively use them to pitch to local media for PR activities. Localization of the suggested angles is recommended.

Instructions 1. The sample feature articles are not press releases and there-fore MUST NOT be distributed by LG, but utilize them for local media pitch after localization.

2. Please use this guideline ONLY internally. DO NOT share this document with any other external parties.

3. The communication guidelines contained herein are effective immediately.

Contact InformationKevin LeeMC IMC Team, MC MarketingCommunication Division+82 2 2033 6159 kevin1.lee@lge.com

Hana JeonMC IMC Team, MC MarketingCommunication Division+82 2 2033 6079hana.jeon@lge.com

Derrek LeeMC IMC Team, MC MarketingCommunication Division+82 2 2033 6145derrek.lee@lge.com

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[Sample Feature Article Outline 3] Design (target media: Lifestyle/Culture/Design)

Interview Article“Great Design is Love At First Sight, Great Hardware is Making That Love Everlasting”

The LG G Watch R gets everything right and just might be the first to disrupt the wrist watch industry

Let’s be clear on one thing before we proceed. This is NOT the story of an underdog. This is NOT the story of a fledgling tech company rising through the ranks against all odds to become a force to be reckoned with.

This is more the story of how one global electronics behemoth with a sprawling manufacturing port-folio encompassing everything from washer and driers, home theater systems, mobile communica-tions devices, to industrial chemicals have boldly rethought the tenets of its traditional corporate prin-ciples to a more simplified, design and user-centric approach. This is also the story of a company reinventing itself not only because the market demands they do, but because they see an opportunity to build not just tangible products but also an all encompassing ecosystem that ties everything together. To put it simply, they’re looking beyond what’s next and far into the future.

(Name of publication) visited one of LG’s R&D campuses ahead of the global launch of the G Watch R smartwatch and spoke with its designers who have been credited with the renaissance of their mo-bile division.

The first thing you notice the moment you step foot in LG’s research and development campus is the sprawling vista of a lush garden which can be seen through equally expansive floor-to-ceiling win-dows next to a cozy reading area with shelves full of books and comfy recliners and sofas. As one of two R&D campuses located in Seoul, the Seocho district campus is home to LG’s design lab. Inside, in stark contrast to the post-modernist urban jungle that has come to represent Seoul, it’s unusually serene and quiet and has a calming effect almost immediately. Everything about the campus structure and its floor plan is wide open and visually appealing. Perhaps this may have been intentional in or-der to give LG’s designers and engineers a welcome respite from the chaos that lies outside the walls of Korea’s 2nd largest conglomerate. But we’re not here to sing the praises of its architectural and in-terior designs and motifs.

No, we’re here to talk about LG’s latest wearable, the G Watch R— its design to be more specific and the designers behind what’s arguably the best smartwatch currently in the market. It’s the world’s first smartwatch to feature a full circle screen that utilizes 100 percent of its display real es-tate. Not only that, its display resolution is the best among rivals with a 320x320 P-OLED display while running on the latest Qualcomm® Snapdragon™ 400 processor.

We sat down and spoke to the team responsible for the design of the G Watch R and they had much to say about its looks as well as the importance of design when it comes to the future of wearables.

<On Design>

Designer #1

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“Design is probably the most important element when it comes to wearables,” XXXX said. “It’s worn, it’s part of your body, it’s visible at all times, it can make or break an outfit you’re wearing, it is basically an extension of your personality and tastes.”

Designer #2“Our approach to the G Watch R’s design was based on the well known maxim: ‘If it ain’t broke, don’t fix it,” XXXX said. “While there are traditional wrist watches with square or rectangular watch faces, we were pretty adamant about steering clear from that shape because of its close visual prox-imity to computer screens. The last thing we wanted to convey was to make the G Watch R look like a computing device.”

Designer #3“When you break it down simply, great design is love at first sight while great hardware makes that love everlasting,” XXXX said. “Just as how a man or a woman gets drawn initially to one another through their outward appearance, it’s ultimately their personality that helps them bond and get closer on a more intimate level.”

Designer #2“Design is subjective, hardware is not,” XXXX said. “While decisions are based on consumer re-search and really getting into the nitty gritty of what they want, design is at the end of the day depen-dent on theoretical assumptions. Coming up with a design that can be compatible with a broad spec-trum of people is really the hard part. Think of it this way: Coming to a singular consensus during the G Watch R’s design process was difficult enough, so imagine how hard it was to conceive of a de-sign that we simply THINK will please millions of consumers.”

Designer #1“With the G Watch R, we worked to create a timeless design— a classic watch look and feel that gives little hint as to the smart capabilities within the diamond-cut front deco and 100 percent stain-less steel frame ” said XXXX.

<On the future of smartwatches>

Designer #1“If you want to create a whole new product segment without a built-in consumer base, instead of cre-ating products based on market demand, you have to take an existing product and improve upon it in ways that will render it obsolete,” said XXXX. “Just as what MP3s did to CDs and what streaming media is in turn doing to digital media files, we believe smartwatches will do the same to wrist watches.”

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[Sample Feature Article Outline 4] Design (target media: Lifestyle/Culture/Design)

Experiential Review Article + LookbookFrom City Slickers, Cross Country Skiiers, to Fashionistas, We Take the G Watch R For the Ultimate Real World Test

<Guidelines for Fashion/Design/Lifestyle Publications>

This is a product review + lookbook that lets a group of people from a range of professions with dif-ferent interests and hobbies experience first-hand, the G Watch R in real life scenarios.

The insight and rationale for this is that this is a device geared towards EVERYBODY and as such, a review should not just simply come from one person but from different people with different needs.

Key merits of this review include: Reviews that are more relevant and in context with a broader range of readers that work and reside in different industries. More importantly, it provides different perspectives and speaks to specific demo-graphic groups.

With the addition of a lookbook, readers can also see how the G Watch R looks in various styles and scenarios.

Featured reviewers (personalities) :

Snowboarder/Skiier: Review based on using the G Watch R’s turn-by-turn navigation function and weather information

Shopper: Reviewer chronicles his/her experience using the G Watch R to help find nutri-tional information on various types of food, price comparison information, etc. using the Android Wear voice command

Business person: A business man and a woman chronicles their experience with the G Watch R using it to check on their investment portfolio throughout the day, set reminders for meetings, check their schedule, take notes, and check their flight time.

Fashionista: Engage a well known celebrity stylist to coordinate different looks with the G Watch R and have him/her write in-depth about the variety of 22mm straps that best com-plement each style of clothing from formal, casual, sporty, to haute couture.

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