SUNNY SALE by Cheil Seoul for Emart

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SUNNY SALE

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Industry Mobile Communications
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
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 June 2012

Awards

Cannes Lions 2012
Mobile Lions Augmented Mobile Experience Silver

Credits & Description

Type of entry: Creative Use Of Technology
Category: Augmented Mobile Experience
Advertiser: EMART
Product/Service: EMART
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertiser EMART
Product EMART
Entrant CHEIL WORLDWIDE Seoul, SOUTH KOREA
Type of Entry: Creative Use Of Technology
Category: Augmented Mobile Experience
Title: SUNNY SALE
Links: http://www.sunnysale.kr/shadowqrcodevideo.html
Advertiser/Client: EMART
Product/Service: EMART
Entrant Company: CHEIL WORLDWIDE Seoul, SOUTH KOREA
DM/Advertising Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
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)
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Media Artist: Kiheon Shin ()
Executive Creative Director: Thomas Hong-Tack Kim (Cheil Worldwide)
Application Interface Design: Yangkeun Kim (Code Communication)
Creative Director: Seho Kwon (Cheil Worldwide)
Wen Designer: Yunha Cho (Code Communication)
Application Designer: Seoungyeon Lee (Code Communication)
Application Developer: Tomochan Shim ()
Account Executive: Jintaek Rho (Cheil Worldwide)
Brief Explanation
Even though Emart is Korea’s No.1 discount store, it has a weakness. Its sales drastically decrease during lunch time. Therefore, we would like to find a way to increase sales from 12 pm to 1 pm to reinforce the market leader position.
How can we make it possible? We gave people a unique lunch shopping experience using the sunlight at noon and a shadow QR code.
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.
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.