Background
Emart is the equivalent of Walmart in Korea. It has 141 chain stores across the country.
Aim
In partnership with Cheil Worldwide, the retail giant set out to increase sales during lunchtime, when sales traditionally decrease dramatically. The resulting idea was to give people a unique experience only available during lunch hours.
Execution
Cheil Worldwide installed a "shadow QR code"--a 3D model that turned into a functional QR code when the sun struck it between noon and 1pm - creating an event called 'Sunny Sale'.
Passers-by were able to scan the QR code between the allotted hours and automatically link through to the 'Sunny Sale' mobile homepage for special offers including $12 coupons on items for home delivery.
Results
The 'Sunny Sale' event was initialy launched in 13 locations and subsequently expanded to 36 locations across Seoul during February 2012.
Since the start of the campaign, more than 12,000 coupons have been sold, and Emart membership increased by 58 per cent in February, compared to the month before.
Emart mall lunchtime sales increased by 25 per cent.
Credits:
Agency Cheil Worldwide/ Seoul / South Korea
Creative director Se ho Kwon
Art director Hyun Myoung Kim, Jung Ki Seo, Ha Rim Lee
Copywriter Byoung Ha Lee
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