Cheil Worldwide bags 2 awards at London Intl. Awards 2012

Marketing communications network, headquartered in South Korea, Cheil Worldwide inc., received two awards at the 2012 London International Awards (LIA) for the Emart Sunny Sale campaign. Cheil was the only Korean agency to win at the LIA.

The client, E-mart, is the largest discount store chain in South Korea but, like most Korean retailers, sales drastically decrease during lunchtime, typically between noon to 1 PM.  Cheil Worldwide created a campaign using a QR code which responds to midday sunshine.

Scanning the QR code automatically links the customer to the Sunny Sale mobile homepage where special offers including a $12 coupon can be downloaded. When users make a purchase on the online store the purchase is delivered directly to the consumer's home.

The work has proved popular with both shoppers and Awards juries with the campaign winning five Lions at Cannes Lions and seven Spikes at the Spikes Asia earlier this year.