Emart Design & Branding SUNNY SALE by Cheil Seoul

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market South Korea
Agency Cheil Seoul
Executive Creative Director Thomas Hong-Tack Kim
Creative Director Seho Kwon
Art Director Hyunmyoung Kim, Jungki Seo, Harim Lee
Copywriter Byoungha Lee, Kiseok Kim
Released February 2012

Credits & Description

Category: Offline Digital Design
Advertiser: EMART
Product/Service: EMART
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Thomas Hong-Tack Kim (Cheil Worldwide)
Creative Director: Seho Kwon (Cheil Worldwide)
Copywriter: Byoungha Lee (Cheil Worldwide)
Copywriter: Kiseok Kim (Cheil Worldwide)
Art Director: Hyunmyoung Kim (Cheil Worldwide)
Art Director: Jungki Seo (Cheil Worldwide)
Art Director: Harim Lee (Cheil Worldwide)
Media Artist: Wondae Ryu (Ensalt)
Media Artist: Sungeun Jung (Ensalt)
Media Artist: Kiheon Shin
Application Interface Design: Yangkeun Kim (Code Communication)
Wen Designer: Yunha Cho (Code Communication)
Application Designer: Seoungyeon Lee (Code Communication)
Application Developer: Tomochan Shim
Account Executive: Jintaek Rho (Cheil Worldwide)
Media placement: Special Build - Seoul (Street) - 26 Feb. 2012

Describe the brief from the client
Even though Emart is Korea’s No.1 discount store, it has a weakness. Its sales drastically decrease during lunch time. Therefore, Cheil Worldwide would like to find a way to increase sales from 12 pm to 1 pm to reinforce the market leader position.

Describe the challenges and key objectives
How can we make it possible? We gave people a unique lunch shopping experience using the sunlight at noon and a shadow QR Code.

Describe how you arrived at the final design
We installed a shadow QR Code only available at 12PM to 1PM. When people scan the QR code it is automatically linked to the SunnySale mobile homepage.

The users receive special offers including a $12 coupon. When users make a purchase on the online store, it is directly delivered home.

Give some indication of how successful the outcome was in the market
Over 12,000 coupons issued and new Emart membership increased by 58% in February from the previous month. Sales of Emart mail increased 25% during lunch hours in February and media coverage on the shadow QR Code promotion over the past month. Also, the most notable result of the SunnySale is that it made people ‘Sunny’ for at least one day.