Tesco: Homeplus Subway Virtual Store by Cheil Seoul for Tesco

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Tesco: Homeplus Subway Virtual Store

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Industry Retail, Distribution & Rental companies, Supermarkets
Media Direct marketing
Market South Korea
Agency Cheil Seoul
Executive Creative Director Joungrack Lee
Creative Director Youna Chung
Art Director Lee Yeonjoo, Youbin Bang
Copywriter Misu Yi
Illustrator Sungmin Jee
Released June 2011

Awards

Cannes Lions 2011
Media Lions - Grand Prix
Outdoor Lions Digital Outdoor Gold
Direct Lions Direct Response Print or Standard Outdoor, including Inserts Gold
Direct Lions Retail & E-Commerce, including Restaurants Gold
Media Lions Retail and E-Commerce, including Restaurants Gold

Credits & Description

Category: Best Use of Outdoor
Advertiser: TESCO
Product/Service: RETAIL
Agency: CHEIL WORLDWIDE
Date of First Appearance: Nov 1 2010
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Executive Creative Director: Joungrack Lee (CHEIL)
Art Director: Youna Chung (CHEIL)
Art Director: Youbin Bang (CHEIL)
Art Director: Yeonjoo Lee (CHEIL)
Copywriter: Misu Yi (CHEIL)
Photographer: (SKYTEAM)
Illustrator: Sungmin Jee
Account Manager: Joowon Han (CHEIL)
Creative Director: Youna Chung (CHEIL)
Computer Graphic: (MOON & SUN)
Production: (Reo Production)
Media placement: Subway Screen Door - Seoul Metro - 1 Nov. 2010

Insights, Strategy & the Idea
South Korea is a unique market. Even the most powerful global corporations tend to fail miserably in the Korean market. Walmart and Carrefour had to pack up their bags and leave. On the contrary, TESCO has been evolving itself, adjusting to the local market. It even changed the name itself, from TESCO to HOMEPLUS! And at last, it grew to the rank of No. 2 in Korea! But TESCO had to overcome one obstacle - fewer stores compared to the number one company, E-mart.

Could we become No. 1 without increasing the number of stores? We conducted an in-depth study into Koreans once more. Korean are the 2nd most hard-working people in the world! For them, grocery shopping once a week is a dreaded task. So we decided to approach these busy and tired people.

Creative Execution
Let the store come to the people! We created virtual stores in subway stations hoping to blend into people's everyday lives. Our first attempt was at busy subway stations in rush hours. Although virtual, the displays were exactly the same as actual stores – this included the merchandising. Only one thing is different, you use smart phones to shop! Scan the QR code with your phone, and the product automatically lands in your on-line cart! When the online purchase is done, it will be delivered to your door right after you get home.

Results and Effectiveness
People could encounter TESCO HOMEPLUS wherever they go without having to visit the actual store. It was an efficient way to shop so people could enjoy their free time. After this campaign, on-line sales increased tremendously (Nov.2010-Jan.2011). Through this campaign, 10,287 consumers visited the online HOMEPLUS mall using smartphones.
The number of new registered members rose by 76%, and on-line sales increased 130%. Currently, HOMEPLUS is No.1 in the on-line market and is a very close 2nd offline.