CASE STUDY: Using a digital campaign to drive online sales
Provided by Cheil Worldwide
Cheil worked with Tesco Homeplus to increase market share in South Korea using an exciting digital campaign
What was the Challenge / Background of the Campaign?
Tesco Homeplus in South Korea wanted more people to shop at their stores. However, the market leader (their competitor) had more locations. Shoppers were more likely to visit the competitor's stores conveniently nearby than travel to their nearest Homeplus. Setting up more retail outlets wasn't the answer. How could Homeplus get to number one without more stores?
What was the Campaign Objective?
The objective of the campaign was to gain trial and ultimately increase market share.
What was the Solution?
If people can't come to the stores, then bring stores to the people. Travelling to shop is inconvenient, but what if you could shop on everyday journeys? The first virtual Tesco Homeplus stores were set up using video screens in subway stations. Shoppers could see all the products that they'd find in a real store. They could even order them online for home delivery by taking photos with a smartphone.
What were the Results?
During the campaign, an amazing 10,287 people visited the online Homeplus store using smartphones. Registered members rose by 76%. More people now shop with Homeplus thanks to a fun new experience. Tesco Homeplus succeeded in becoming number one in the online market. During the campaign, online sales grew by 130%. Homeplus also became a very close second in the offline market.
What were the Key Learnings of this Campaign?
The campaign won the prestigious Grand Prix, highest award at the Cannes Lions Festival 2011.