HomePlus is known chain of supermarkets in Korea. For a new branch outlet in Chamsil district, Home Plus came up with an out-of-the-box ad campaign. Agency Cheil Worldwide (Seoul, Korea), looked after the advertising & promotion for this campaign. The task included publicizing the grand opening of the HomePlus Supermarket branch in Chamsil district. However, the problem was that this area already had an outlet of rival supermarket chain- LotteMart. The need of the hour was to design a unique, effective and aggressive ad-campaign that will ensure that the grand opening of the HomePlus Chamsil branch becomes the event in spotlight.
The idea took shape when Stickers were applied to the Chamsil subway station (near by the HomePlus supermarket Chamsil branch). The execution of the idea was such that the stickers applied were made to look like life-size stands of HomePlus supermarket. The campaign was thus launched a month before the actual opening of the store. The whole look was maintained in a manner that people entering the subway station felt like they are entering the HomePlus supermarket itself! To emphasize the distinctness of this outdoor campaign the agency did not created print adverts or TV commercials.
As a result of such smart strategy, the campaign became such a success that on the grand opening day the sales of HomePlus Supermarket Chamsil branch exceeded the expected sales by 550%!
Here are the credits:
Executive Creative Director: Ina Choi
Art Director: Kangwook Lee / Chaehoon Lee / Yooho Lee / Sanghun Yoo
Creative Director: Yooshin Lee
Illustrator: Bom Communication
Copywriter: Jungho Hwang / Sua Lee
Via IBelieveinAd