South Korea has a new supermarket popping up in their subway with the neat use of QR codes. This campaign has won a Grand Prix Media Lions at the Cannes Lions 2011.
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.