Emart: The Shadow QR code Campaign by Cheil Seoul for Emart

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Emart: The Shadow QR code Campaign

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Industry Mobile Communications, Retail, Distribution & Rental companies
Media Film, Ambient, Digital, Interactive & Mobile, Direct marketing
Market South Korea
Agency Cheil Seoul
Creative Director Se-Ho Kwon
Art Director Hyun Myoung Kim, Jung Ki Seo, Ha Rim Lee
Copywriter Byoung Ha Lee
Released April 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Ambient Media: Large Scale Silver
Outdoor Lions Special Build Silver
Direct Lions Retail & E-Commerce, including Restaurants Bronze

Credits & Description

Title: SUNNY SALE
Category: Retail & E-Commerce, including Restaurants
Advertiser: EMART
Product/Service: EMART
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Title: SUNNY SALE
Entrant Company: CHEIL WORLDWIDE Seoul, SOUTH KOREA
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 (Ensalt)
Application Interface Design: Yangkeun Kim (Code Communication)
Web Designer: Yunha Cho (Code Communication)
Application Designer: Seoungyeon Lee (Code Communication)
Application Developer: Tomochan Shim (Code Communication)
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 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.