Emart was Korea's number one discount store, with 141 chain stores throughout the country. However, the company had a weakness. They saw that sales dramatically dropped every day at lunchtime. How could Emart increase sales between 12pm and 1pm every day?
Planning & Execution
We decided to give people a unique shopping experience that was only available at lunchtime. So, we created large three-dimensional QR codes that used sunlight and shadow so they could only be scanned between 12pm and 1pm. If a Shadow QR Code was scanned between, people could enjoy special offers to purchase items via the Emart mobile app. The campaign was such a hit that it was expanded from 13 locations to 36.
Effectiveness / Results
More than 12,000 coupons were issued during the campaign and new Emart online membership increased by an incredible 58% from the previous month. Furthermore, sales grew by 25% during lunch hours during that month. The Shadow QR code promotion also received major media coverage over several months. The campaign had also brought some sunshine to people's lives.