I would like to thank the judges of the 2013 Korea Herald Advertising Award and officials from The Korea Herald for this honorable award.

The advertisement for which LG Chem earned the award started from a question for the future direction of the leading chemical firm in Korea, and for what kind of value the entire chemical industry has.

Despite its importance, as it is the foundation of almost all industries, the chemical industry had difficulty in interacting with end users.

LG Chem tried to overcome that limitation through advertising.

Most of all, the firm put priority on choosing the right content for the ad. How to help the public to understand the industry’s roles and to introduce the unique and excellent technology of LG Chem were issues on which the firm had focused while making the ad. And the answer was found in cars.

By showing chemical technologies used in cars ― batteries for electric vehicles, displays, tires and other vehicle parts ― LG Chem tried to elicit such response from consumers and the public as “Wow, are all these parts made with chemical technology?”

The firm also tried to catch the attention of the public by displaying eye-opening and unconventional images of LG Chem’s 60 auto parts.

It is especially rewarding since our efforts to get closer to the customers seem to have been acknowledged.

Once again, I am grateful to the judges for the award event and the officials from The Korea Herald.

By Cho Kap-ho, Senior vice president