Korea’s E-Mart created a lot of buzz with their innovative Sunny Sale campaign last year. This year they have executed an even more audacious idea: a flying store.
Agency: Cheil Worldwide
The PR blurb says:
Korean people work the longest hours in the world and are always busy. So they consider ‘accessibility’ most when they choose their favorite discount store. And they rarely change the choice. Our mission is that we make people staying far from E-Mart do shopping at E-Mart.
We created a flying store that flies to customers. The e-mart truck shaped balloon, equipped with a Wi-Fi router, that can fly to every corner of Seoul. Customers connected to the Wi-Fi signal using their mobile phones and downloaded coupons. They bought products immediately using the mobile app of E-Mart.
E-Mart sales soared both in on-line and off-line stores to 9.5%. Mobile sales, especially, increased to 157%. The download number of the E-Mart app increased more than 50,000 in the month alone.
Kudos on the bigness of the idea and the execution. More importantly, it is rooted in solving a real business problem and made a difference to the bottom line. Sequels are a tough act to follow, but this one bettered the original.