Title | THE LARGEST DONATION MARKET EVER |
Brand | HOMEPLUS (TESCO) |
Product / Service | SUPERMARKET |
Category | A01. Event & Field Marketing |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Sales Promotion/Advertising Agency: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jeong-Seok Han | Innocean | Sr. Vice President |
Yoon Kwan Choi | Innocean | Sr. Director |
Jung Hwan Kim | Innocean | Campaign Director |
Chan Kyung Kim | Innocean | Campaign Planner |
Ayoung Seok | Innocean | Campaign Planner |
Hyun Joo Choi | Innocean | Campaign Planner |
Jung Ki Park | Innocean | Account Director |
Kwang Ik Cho | Innocean | Account Director |
Jae Min Shin | Innocean | Account Manager |
Ji Eun Park | Innocean | Account Manager |
Hae Won Chung | Innocean | Creative Director |
Hey Jin Won | Innocean | Creative Director |
Mun Jae Won | Innocean | Copy Writer |
Jae Yeon Lee | Innocean | Copy Writer |
Hee Jo Sun | Innocean | Copy Writer |
Sung Ryong Lim | Innocean | Art Director |
Jun Oh Lee | Innocean | Art Director |
Jung Taek Lim | Innocean | Art Director |
Jae Seok Lee | Innocean | Art Director |
Bum Su Park | Innocean | Producer |
Many corporations in Korea gain the benefits of a positive public image through donation activities. If, then, monetary benefits were also ensured with every donation made, wouldn’t this fuel the participation rate in donation activities? A megastore with 1.6 million customers on any given day, stocked with products from more than 4000 brands, Home plus decided to turn this enormous sales market into a valuable donation market.
Homeplus put stickers said ‘1% of sales is donated for purchase of this product.’ selectively on those products manufactured by the participants of this campaign. Customers are always faced with the choice of selecting from several brand names when buying a certain product. By choosing to purchase products with the donation stickers on them, customers can become an invaluable participant of a donation activity through none other than the simple action of purchasing everyday necessities. These stickers altered consumer buying behaviors and induced an increase in sales, to which more and more suppliers voluntarily participated, thus creating a virtuous cycle.
More than 10million customers had participated in the campaign for 4 months, with the total amount of the donations adding up to 1.2billion won. The number of campaign participating suppliers has increased from 10 to 203. The media reported of the ‘Cart for Saving Lives’ campaign promoted by Homeplus, and customers voluntarily spread the campaign through SNSs, personal blogs. In March 2012, Homeplus was ranked as no.1 in monthly sales putting the all-time champion to defeat. Above all, 33 children with leukemia are now leading new lives thanks to the financial support provided through this fund (up to June, 2012).
Homeplus is a retail brand which means people purchase something every day. This method did not ask people to make a donation or do another charity work but it made their purchasing which they do normally at Homeplus become a donation for good. Consumers can feel good about themselves because their shopping become a donation automatically. Total 203 suppliers voluntarily participate in this donation program as their products would be considered as good minded ones by consumers. Homeplus gain a positive public image of being a huge supporter for children with leukemia which leads a respect from consumers.