Execution

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. 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. 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.