DEAR COURIER, HAVE A SMILE LUNCH!

TitleDEAR COURIER, HAVE A SMILE LUNCH!
ClientEBAY KOREA
Product / ServiceSMILE LUNCHBOX
CategoryD02. Use of Mobile & Devices
EntrantCHEIL 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

The Campaign

[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.

The Brief

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

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.

Credits

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