SUNNY SALE

TitleSUNNY SALE
BrandEMART
Product / ServiceEMART
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency:CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Ina Choi Cheil Worldwide Chief Creative Officer
Thomas Hong-Tack Kim Cheil Worldwide Executive Creative Director
Se-Ho Kwon Cheil Worldwide Creative Director
Byeong-Ha Lee Cheil Worldwide Copywriter
Ki-Seok Kim Cheil Worldwide Copywriter
Hyun-Myung Kim Cheil Worldwide Art Director
Jeong-Ki Seo Cheil Worldwide Art Director
Ha-Rim Lee Cheil Worldwide Art Director
Jin-Taek Noh Cheil Worldwide Account Executive
Won-Dae Ryu Ensalt Media Artist
Ki-Heon Shin Media Artist
Yang-Keun Kim Code Communication Application Interface Design
U-Seok Lee Creamcheesefilm Producer
Young-Hyun Shin Interactive Director
Ki-Hong Kim H Studio Photographer
Jung-Seo Yang Irum Designer
Sun-geun Jung Ensalt Media Artist

Results and Effectiveness

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.

Creative Execution

We installed a shadow QR code only available at 12PM to 1PM. 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.

Insights, Strategy and the Idea

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 12 pm to 1 pm to reinforce the market leader position. How can we make it possible? We gave people a unique lunch shopping experience using the sunlight at noon and a shadow QR code.