Title | DEAR COURIER, HAVE A SMILE LUNCH! |
Brand | EBAY KOREA |
Product / Service | SMILE LUNCHBOX |
Category | A06. Retail |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
PR | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production | BRAVO PRODUCTION Seoul, SOUTH KOREA |
Production 2 | UNDERCOVER Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Dongyul Cho | Cheil Worldwide | Division Leader(Business) |
Chaehoon Lee | Cheil Worldwide | Creative Director |
Subin Ji | Cheil Worldwide | Art Director |
Myungjoo Kim | Cheil Worldwide | Art Director |
Hyunsun Yoo | Cheil Worldwide | Copywriter |
Yong-gyu Lee | Cheil Worldwide | Copywriter |
Hyunhaeng Lee | Cheil Worldwide | Art Director |
Dong-un Lee | Cheil Worldwide | Art Director |
Changseok Oh | Cheil Worldwide | Account Director |
Jaehun Song | Cheil Worldwide | Account Executive |
Bumzoo Lee | Cheil Worldwide | Account Executive |
Sanghoon Kim | Cheil Worldwide | Account Executive |
Junyoung Park | Cheil Worldwide | Agency Producer |
Sunghoon Park | UNDERCOVER | Director |
Junyoung Ahn | UNDERCOVER | Assistant Director |
Wansoo Kim | Bravo | Executive Producer |
[Dear Courier, Have a ‘Smile Lunch’] eBay Korea decided to support the customers’ support. eBay Korea created a page on its website for a customer to easily leave an encouraging message for couriers. Once a customer left a message of support, eBay Korea sent a lunchbox gift coupon to couriers along with the message via text. They could redeem the coupon at the convenience stores with Smile Box - the unmanned parcel pick-up lockers.
15,666 lunchboxes were delivered to couriers. Each lunchbox was nearly 5 dollars and it took 70 thousand dollars for preparation of lunchboxes. The campaign platform was created in eBay Korea website and applicatio and it was promoted by exposing banners on the main page. Therefore, there was no extra cost needed for gathering messages from consumers.
Considering the couriers in a hurry, we prepared a lunchbox coupon for GS25 stores where they would deliver packages to Smile Box – the unmanned parcel pick-up lockers. For the messages to spread beyond online platforms, eBay Korea arranged its delivery box and Smile Box as new media to help more couriers appreciate those encouraging messages.
As many as 300,000 customers visited the campaign website. Around 40,000 eBay Korea customers left messages. Also as the campaign video of the couriers’ hard work drew attention online, it gained 12 million views cumulatively. The campaign received great media and news coverage. Many celebrities who identified with its good cause supported and participated in the campaign. The campaign, moreover, got friendly comments on eBay Korea from understanding customers. In fact, the number of visitors (MAU) to eBay Korea in June increased by 5.8% compared to the same period last year. The actual number of purchases also increased by 1.3%.
Some customers leaving thank-you notes and an apartment complex gifting fresh bottled waters in Korea. However, expressing their appreciation to couriers isn’t that easy. Usually, customers aren’t in their home when couriers visit their house. eBay Korea created platform on eBay’s shopping app for a customer to directly leave an encouraging message for couriers. As a result, about 300,000 customers visited the campaign website and around 40,000 eBay Korea customers left messages.
Some customers leaving thank-you notes and an apartment complex gifting fresh bottled waters in Korea. Those warmhearted customers expressing their appreciation in various ways have cheered up the couriers and raised their spirit. However, expressing their appreciation to couriers isn’t that easy. Usually, customers aren’t in their home when couriers visit their house. eBay Korea created a platform for a customer to easily leave an encouraging message for couriers.