|LS Group Chairman Koo Ja-eun speaks in a company commercial uploaded on its official YouTube channel. Screenshot from YouTube|
By Park Jae-hyuk
LS Group Chairman Koo Ja-eun has drawn attention for his surprise appearance in the group's commercial, the first of its type since 2005, according to industry officials, Wednesday.
In one of the four commercials uploaded on the group's official YouTube channel, Koo emphasized that LS will become a global energy solution provider, saying that it is necessary for the company to fully activate every facility and piece of equipment.
When he visited the Consumer Electronics Show in Las Vegas in January to examine future technologies, the chairman said all those technologies are "useless without LS Group," in this era of "electrification in everything."
He is also said to have shown a keen interest in producing the recent YouTube commercials, reportedly suggesting the main catchphrase, which can be translated as "technologies moving the future world."
"During the second half of this year, we will increase communications with our customers and the public by collaborating with famous YouTubers and participating in various exhibitions here and overseas," an LS Group official said. "Through aggressive brand marketing campaigns, which have been insufficient so far, we will contribute to improving our brand value."
To show that LS Group's eco-friendly electricity technologies support Korean companies, the conglomerate recruited actor Im Won-hee to star in its four YouTube commercials.
LS Group said the four video clips collectively attracted over 5 million views and more than 1,000 comments within three weeks after the company uploaded them on YouTube.
"We wanted to let the public be aware of the fact that we deliver electricity safely for everyday lives and that our technologies are used by Korea's leading companies," the LS Group official said. "By integrating Im's friendly image with humor, we focused on introducing our brand to the public more easily."