HomePlus subway virtual store gets "real" (from click and mortar to billboard and click)

Following the success of its QR code-based advertising campaign in Seoul subway with Cheil Worldwide (see "HomePlus subway virtual store - 2011 Cannes Lions"), Korean retailer HomePlus, a Tesco-Samsung JV, launches its first permanent virtual store in Seollung station, Gangnam area.

Since you liked it (over 10,000 views), I'll play it again, Sam :


This time, 2D shelves will stretch deeper into the station : with screen doors and pilars simulating popular sections and products of the hypermarket chain, all commuters have to do is to direct their smartphones to the items they please. HomePlus also decided to beef up backhaul, multiplying the time slots available for home deliveries.

Major hypermarkets being already open 24/7, now there's no way consumers can escape from contextual shopping traps.

mot-bile 2011