Tesco Homeplus

Award-winning virtual subway store

The campaign, which was based on the consumer insight that tired and busy Koreans dreaded grocery shopping, centred around virtual stores for busy commuters in subway stations. The stores, which looked just like real stores, allowed shoppers to buy items by scanning codes with their mobile phones. After they had checked out, their groceries would arrive at their doorsteps as soon as they reached home.

The campaign succeeded in making Homeplus South Korea’s top online store, increasing user registrations by 76 per cent, and increasing online sales by 130%.