Best Advertising of the World by Johnny Matos

Wednesday, June 22, 2011

Cannes Lion 2011 Outdoor Winner

Cannes Lions 2011 Media Gran Prix Winner

The Winner of the Gran Prix in Cannes Media Lions
OMEPLUS SUBWAY VIRTUAL STORE
Type of Entry: Use of Media
Category: Best Use of Outdoor
Title: HOMEPLUS SUBWAY VIRTUAL STORE
Advertiser/Client: TESCO
Product/Service: RETAIL
Entrant Company: CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency: CHEIL WORLDWIDE Seoul, KOREA
Creative Credits
Name Company Position
Joungrack Lee CHEIL Executive Creative Director
Youna Chung CHEIL Art Director
Youbin Bang CHEIL Art Director
Yeonjoo Lee CHEIL Art Director
Misu Yi CHEIL Copywriter
SKYTEAM Photographer
Sungmin Jee Illustrator
Joowon Han CHEIL Account Manager
Youna Chung CHEIL Creative Director
MOON & SUN Computer Graphic
Results and Effectiveness:
People could encounter TESCO HOMEPLUS wherever they go without having to visit the actual store. It was an efficient way to shop so people could enjoy their free time. After this campaign, on-line sales increased tremendously (Nov.2010-Jan.2011). Through this campaign, 10,287 consumers visited the online HOMEPLUS mall using smartphones. The number of new registered members rose by 76%, and on-line sales increased 130%. Currently, HOMEPLUS is No.1 in the on-line market and is a very close 2nd offline.
Creative Execution:
Let the store come to the people! We created virtual stores in subway stations hoping to blend into people's everyday lives. Our first attempt was at busy subway stations in rush hours. Although virtual, the displays were exactly the same as actual stores – this included the merchandising. Only one thing is different, you use smart phones to shop! Scan the QR code with your phone, and the product automatically lands in your on-line cart! When the online purchase is done, it will be delivered to your door right after you get home.
Insights, Strategy and the Idea:
South Korea is a unique market. Even the most powerful global corporations tend to fail miserably in the Korean market. Walmart and Carrefour had to pack up their bags and leave. On the contrary, TESCO has been evolving itself, adjusting to the local market. It even changed the name itself, from TESCO to HOMEPLUS! And at last, it grew to the rank of No. 2 in Korea! But TESCO had to overcome one obstacle - fewer stores compared to the number one company, E-mart. Could we become No. 1 without increasing the number of stores? We conducted an in-depth study into Koreans once more. Korean are the 2nd most hard-working people in the world! For them, grocery shopping once a week is a dreaded task. So we decided to approach these busy and tired people.

Cannes Lions 2011 Naked Seminar Clip

PHD Seminar in Cannes 2011

OMD the most winning agency in Cannes 2011

Cannes, France, June 21, 2011
– Omnicom Media Group agency OMD today captured a total of six Media Lions awards both as the submitting agency and as the credited media agency, at the Cannes Lions International Festival of Creativity, making it the most winning media network at the 2011 Festival.

Manning Gottlieb OMD, London, took the Gold Lion in the Best Use of Branded Content category for its “GT Academy” for Nissan and Sony PlayStation®.

Additionally, the network took five Bronze Lions for the following categories and campaigns:

∙ Fast Moving Consumer Goods: OMD UK, “Rainy Days” for Walkers, PepsiCo.

∙ Corporate Image & Information: OMD Sydney, “One Laptop Per Child” for Telstra.

∙ Charities, Public Health & Safety, Public Awareness Messages: OMD Dominican Republic, Santo Domingo, “I Swim with Marcos” for the United Nations Poverty Awareness campaign.

∙ Best Use of Sponsorship: OMD New York, “Changing the Game” for Doritos (submitted by Goodby Silverstein & Partners, San Francisco).

∙ Best Consumer Engagement: OMD Puerto Rico, “Heart of Puerto Rico” for Gatorade, PepsiCo (submitted by JWT San Juan).

“This would be an impressive showing in any year,” said Mainardo de Nardis, CEO of OMD Worldwide. “Considering the 34 percent increase in the number of media entries this year, we are doubly proud of the recognition, the work that earned it, and the people who made it happen.”