ATTENTION PLEASE! by Cheil Seoul for Tesco

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ATTENTION PLEASE!

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Industry Retail, Distribution & Rental companies, Supermarkets
Media Promo & PR
Market South Korea
Agency Cheil Seoul
Creative Director Joungrack Lee
Art Director Seongwook Han
Copywriter Songha Lee
Designer Jihyun Im
Producer Gunwoong Choi
Released January 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SAMSUNG TESCO
Product/Service: RETAIL
Agency: CHEIL WORLDWIDE
Date of First Appearance: Feb 1 2011
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Joungrack Lee (Cheil Worldwide)
Copywriter: Songha Lee (Cheil Worldwide)
Art Director: Seongwook Han (Cheil Worldwide)
Producer: Gunwoong Choi (Open Eye)
Planner: Iljin Ko (Open Eye)
Designer: Jihyun Im (Open Eye)
Planner: Koeun Kim
Planner: Kayoung Seo
Planner: Youjin Yeun
Planner: Moonseob Lee
Planner: Mijeong Sin
Media placement: Poster - Homeplus Parking Lot - 1 Feb. 2011

Describe the objective of the promotion.
Homeplus provides different products on special sale on a daily basis. However, consumers are normally not aware of which products are on this special sale. Traditionally, advertisements are delivered in leaflets in daily newspapers but they were found to be ineffective. Therefore, we are going to create an advertising project that can help customers remember which products are on special sale that day.

Describe how the promotion developed from concept to implementation.
We decided that a special medium will be necessary to advertise the special sales items. 95% of Koreans visiting retail outlets come by cars, and 7 out of 10 cars have a rear-view camera that helps with the parking.

Explain why the method of promotion was most relevant to the product or service.
We came up with a strategy to attach advertisements on the parking lot floors, which enabled customers to pay attention on the information while parking. Naturally, the consumers were drawn to buying special sales products.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than half of the consumers visiting Homeplus were exposed to the rear-view advertising. As a result, special sales items enjoyed more than a 10% increase in their sales. Several customers took photos and uploaded on their community sites or blogs, which gave the public the impression that Homeplus provides goods at cheaper prices compared to other large retail stores.