LGU+ Launches 'Youth', a Brand Tailored for People in Their 20s

[Asia Economy Reporter Oh Su-yeon] LG Uplus announced on the 20th that it will launch a brand called ‘Uth’ for customers in their 20s.

Uth is a brand exclusively for people in their 20s, created to provide the joy of youth through new everyday experiences. LG Uplus established this dedicated brand to gain positive responses from its core target, Gen Z customers in their 20s, by offering new and surprising experiences along with sincere customer care.

LG Uplus's university student supporters group 'Yudaegam' 11th generation introducing youth benefits. Photo by LG Uplus

To provide benefits perfectly suited for customers in their 20s, LG Uplus developed the brand in collaboration with ‘Daehaknaeil,’ a marketing and content specialist company that has long studied and understood people in their 20s. Centered around Daehaknaeil, about 200 people including the MZ generation specialized media ‘Carrit’ and Uplus university student supporters ‘Yudaegam’ analyzed the target audience. They identified key keywords for people in their 20s such as <#SelfDigging> <#Jjigmukpa> <#A+B+CBlending> <#ReviewGeneration> <#PositiveInfluence>. Based on this, they developed the naming, logo design, and benefit programs together, resulting in the creation of Uth, which offers specialized benefits mainly for university students.

LG Uplus expects that among people in their 20s, ‘MeFinder’ customers who seek themselves daily and challenge various experiences will show interest in Uth. Through Uth, LG Uplus plans to innovate online and offline customer experiences so that customers in their 20s can enjoy play culture with friends and acquaintances while discovering themselves.

Uth customers will receive benefits such as ▲20s-exclusive telecommunication service usage benefits including direct plan combination discounts ▲curated and discounted subscription services that perfectly match their tastes ▲collaboration benefits with brands preferred by people in their 20s. Additionally, on the 20th of every month, new experiences will be offered such as ▲on-campus events exclusively for Uth customers ▲festivals related to travel, employment, and ESG ▲private parties.

Customers aged 19 to 29 who subscribe by the end of the year to one of the two 5G online-only plans launched on the 20th, ▲5G Direct Plus 59 (59,000 KRW/month) or ▲5G Direct Plus 69 (69,000 KRW/month), will receive a promotion offering up to 14,000 KRW discount per line when combining four lines. Customers who subscribe by the end of April can receive the four-line combination benefits even by combining only two lines.

In addition, reflecting the characteristics of people in their 20s who are more familiar with chatting than phone calls and prefer short waiting times, LG Uplus will operate a dedicated chat consultation center to lead sincere communication and customer care with 20s customers.

Along with the launch of the young brand Uth, LG Uplus has prepared brand experience benefits preferred by customers in their 20s. First, all 20s customers using U+ mobile services will receive one free photo shoot ticket usable at the nationwide ‘Sihyeonhada FRAME’ photo booths or a discount coupon usable without purchase amount conditions at ‘Ably,’ the number one monthly active user (MAU) fashion shopping app for the MZ generation (choose one). Applications can be made on the LG Uplus official website until February 24.

Also, a ‘Yudok’ 100-won deal benefit is offered, allowing unlimited enjoyment of the Blaise Select subscription service for web novels and webtoons favored by people in their 20s for only 100 KRW per month.

Furthermore, if Uth customers visit the MZ communication community ‘Ilsangbiilsangui Teume’ on Gangnam-daero, Seoul, and verify their Uth membership, they can receive a donut exchange coupon from ‘Cafe Knotted.’

LG Uplus plans to continue expanding exclusive benefits for Uth and information about Uth can be found on the Uplus official website.

Jung Hye-yoon, Head of Marketing Group (Executive Director) at LG Uplus, said, “Through last year’s ongoing Why Not campaign, many customers recognized LG Uplus as a young and challenging company, increasing preference. To further solidify this youthful corporate image and deliver customer-first values, we created the 20s-exclusive brand Uth. We hope customers will experience new experiences and everyday joy through the daily life and play culture benefits provided by Uth.”