Bloody genius! In a campaign designed by the seoul branch of advertising agency cheil, tesco homeplus supermarket opened last fall a virtual grocery store in a South Korean subway station, permitting users to shop using their smartphones. The strategy makes productive use of commuters’ waiting time, while simultaneously saving shoppers time spent going to the supermarket. Since the campaign started Tesco’s has become #1 in online grocery shopping.
A large, wall-length billboard was installed in the station, designed to look like a series of supermarket shelves and displaying images and prices of a range of common products. each sign also includes a QR code. Users scan the code of any product they would like to purchase, thereby adding it to their online shopping cart. After the web transaction is completed, the products are delivered to the user’s home within the day.