İş çıkışı markete giden yorgun bünyeler ve tabii ki rakibi E-mart’ı geçmek için Tesco Homeplus, Kore’de konuyla ilgili muhteşem bir çözüm bulmuş: Metroda sıkılmış bir şekilde beklerken marketimizden alışveriş yapın! Bunu sağlamak için de sanal bir mağaza yaratmışlar. Home Plus raflarının birebir aynılarının fotoğraflarını metroya yerleştirmişler. Her ürünün üstüne de QR kod koymuşlar. Müşteri alacağı ürünü seçtikten sonra QR kodu akıllı telefonuyla tarayıp, sanal mağazadan satın alabilmiş. Akabinde Home Plus, sanal alışverişini bitiren müşterisinin ürünlerini, eve vardıktan hemen sonra kapısına kadar getirmiş. Online-offline entegrasyonu bakımından en iyi işlerden biri olan Home Plus Virtual Store bu seneki Cannes Lions 2011’de Direct Gold Lions aldı.

In South Korea, Tesco Homeplus has a fewer number of stores compared to No.1 company E-mart. Koreans tend to shop in stores their homes just because it’s more convenient and reachable. As a result, No.2 company Tesco Homeplus had to overcome the obstacle – a fewer number of stores. Cheil Worldwide created virtual stores hoping to blend into people’s everyday lives. Their first try was subway stations. Although virtual, the displays were exactly the same as actual stores from the display to merchandise. Only one thing was different, people use smart phones to shop: You scan the QR code of product with your phone. The product automatically lands in your online cart. When the online purchase is done, it is delivered to your door rignt after you get home. Nice online-offline integration campaign! Cheil Worldwide won Cannes Lions 2011 Direct Gold Lions with this work.


Advertising Agency: Cheil Worldwide Seoul, Korea
Executive Creative Director: Joungrack Lee
Creative Director: Youna Chung
Art Director: Youna Chung, Youbin Bang, Yeonjoo Lee
Copywriter: Misu Yi
Photographer: Skyteam
Illustrator: Sungmin Jee
Account Manager: Joowon Han
Computer Graphic: Moon & Sun