HomePlus subway virtual store - 2011 Cannes Lions

Cheil Worldwide won the Media Grand Prix at the 2011 Cannes Lions International Advertising Festival of Creativity for its amazing HomePlus campaign in Seoul subway, three years after claiming a bronze award for an outdoor advertising campaign "Plus to your life - HomePlus" with the same customer (Samsung Tesco).

Pushing to new levels the now decade-old barcode mobile advertising concept, "Homeplus Subway Virtual Store" transforms a subway station into a replica of supermarket where commuters can register and order online with their smartphone. This is not only spectacular and smart, but efficient : the number of subscribers and the turnover skyrocketed, helping the retailer overtake Emart as the national leader in online sales* :

Of course, you don't want to miss your subway and you won't fill your virtual cart through this sometimes tedious process, but you can just load the first items and quietly finish shopping on the way home.

Expect more of these. I already can see Amazon setting up his own virtual libraries near rival brick and mortar shops...

mot-bile 2011

* a key channel in Korea, see "Online sales become the first distribution channel in Korea - or is door-to-door back ?"

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