Tesco Promo, Case study ORIGAMI CHOPSTICK HOLDER by Cheil Seoul

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ORIGAMI CHOPSTICK HOLDER

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Executive Creative Director Joungrack Lee
Creative Director Youshin Lee
Art Director Kakyoun Park
Copywriter Yooho Lee, Jungho Suk, Hyekyung Jeong
Producer Junghan Kwon
Illustrator Eunha Ko, Minjung Kim
Released December 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SAMSUNG TESCO
Product/Service: HOMEPLUS
Agency: CHEIL WORLDWIDE
Date of First Appearance: Dec 6 2010
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Executive Creative Director: Joungrack Lee (CHEIL)
Creative Director: Youshin Lee (CHEIL)
Art Director: Kakyoun Park (CHEIL)
Copywriter: Hyekyung Jeong (CHEIL)
Copywriter: Yooho Lee
Copywriter: Jungho Suk (CHEIL)
Photographer: (STILL PHOTO)
Director of Photography: Kideok Lee
Illustrator: Eunha Ko (CHEIL)
Illustrator: Minjung Kim (CHEIL)
Producer: Junghan Kwon (WALKING ON THE BLUE)
2D: Nayoung Song (ELIOT)
Art Buyer: (CREATIVE GAM)
Account Director: Jongchul Jang (CHEIL)
Account Executive: Kukhee Park (CHEIL)
Media placement: Ambient - Homeplus - 6 Dec. 2010

Insights, Strategy & the Idea
HOMEPLUS is one of the largest supermarket chains in Korea. They were about to launch their cup noodle brand and needed a quick way to promote it.

Creative Execution
We thought of disposable chopsticks that come with cup noodles. To be more accurate, chopstick wrappers which become meaningless trash once peeled off. With this wrapper, the 3-minute waiting time before cup noodles transforms into fun origami time. You can fold it however you like and voila! There's your very own, unique chopstick holder. And while folding and unfolding, people naturally zero in on the HOMEPLUS logo the whole time.

Results and Effectiveness
It has been a huge hit! Not just amongst teenagers, but with all generations. The 'click' rate of the official HOMEPLUS website has multiplied by 10 times. Consumers started to create and upload their own methods of chopstick origami on their blogs and facebook pages. It took only 3 months after launch for sales to reach a 200% increase. And now, HOMEPLUS Cup Noodle has become a household name to many people!