After changing their name from Tesco Supermarkets to Homeplus in South Korea, the re-branded store needed to adjust to the local market and take on their competition E-Mart. After some market research, the company realized that Korean customers were focused on getting to and from work and felt they had too little time to do any supermarket shopping. To combat this, Homeplus created virtual stores in major subway stations to help blend shopping into people's everyday lives. The displays were designed to look like supermarket shelves, and carried virtual images of merchandise. Customers were able to use their smart phones to scan QR codes to place products into their virtual shopping carts. Once the online cart was purchased, the shopping was delivered to the customer's door during a time period specified by the customer. Online sales rose between November 2010 and January 2011 by 130%, and registered members rose by 76%. Homeplus has become the number 1 online store and has really changed the offline market in South Korea.
The campaign won Frand Prix in Media, and Gold Lions for Direct and Outdoor at the 2011 Cannes International Festival of Creativity.
