SUNNY SALE by Cheil Seoul for Emart

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SUNNY SALE

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Industry Retail, Distribution & Rental companies
Media Direct marketing
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 May 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
OUTDOOR LOTUS Guerilla Marketing GOLD
DIRECT LOTUS Mobile Marketing SILVER
PROMO LOTUS Promotional Campaign: Best Use of Other Digital Media BRONZE

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Mobile Marketing
Advertiser: EMART
Product/Service: EMART
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant CHEIL WORLDWIDE Seoul, SOUTH KOREA
Title: SUNNY SALE
DM/Advertising Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
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)
Web Designer: Yunha Cho (Code Communication)
Application Designer: Seoungyeon Lee (Code Communication)
Application Developer: Tomochan Shim ()
Account Executive: Jintaek Rho (Cheil Worldwide)
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 12p.m. to 1p.m. to reinforce their market leader position.

Creative Execution

We installed a shadow QR Code only available from 12p.m. to 1p.m. 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.


Describe the creative solution to the brief/objective.

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 the results in as much detail as possible.

Over 12,000 coupons issued and new Emart membership increased by 58% in February from the previous month.
Sales at 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.